Verfügbarkeit: Handbook of business-to-business marketing

Handbook of business-to-business marketing:

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Bibliographische Detailangaben
Weitere Verfasser:	Lilien, Gary L. 1946- (HerausgeberIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Cheltenham [u.a.] Elgar 2012
Schlagworte:	Business-to-Business-Marketing Investitionsgütermarketing Industrial marketing Aufsatzsammlung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXII, 772 S. graph. Darst.
ISBN:	9781849801423 1849801428 9781781005361 1781005362

Internformat

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Datensatz im Suchindex

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adam_text	Titel: Handbook of business-to-business marketing Autor: Lilien, Gary L. Jahr: 2012 Contents About the editors x List of contributors xii Acknowledgments xxi PART I INTRODUCTION AND OVERVIEW 1 Business-to-business marketing: looking back, looking forward 3 Rajdeep Grewal and Gary L. Lilien PART II PERSPECTIVES IN B2B RESEARCH 2 A high-level overview: a value perspective on the practice of business-to- business marketing 15 Ralph Oliva 3 Applications of agency theory in B2B marketing: review and future directions 41 Ranjan Banerjee, Mark Bergen, Shantanu Dutta and Sourav Ray 4 Progress and prospects for governance value analysis in marketing: when Porter meets Williamson 54 Mrinal Ghosh and George John 5 Network governance 73 Stefan Wuyts and Christophe Van den Bulte 6 Marketing capabilities for B2B firms 90 Neil A. Morgan and Rebecca J. Slotegraaf 7 Gaining competitive advantage with service-dominant logic 109 Robert F. Lusch and Stephen L. Vargo 8 Coordinating marketing and sales in B2B organizations 125 Frank Cespedes 9 Competitor intelligence: enabling B2B marketing strategy 145 Liam Fahey PART III B2B MARKETING MIX AND STRATEGY 10 B2B marketing communication in a transformational marketplace 165 Don E. Schultz 11 Business-to-business market segmentation 182 Robert J. Thomas 12 Branding in B2B firms 208 Kevin Lane Keller and Philip Kotler 13 Trade shows in the business marketing communications mix 226 Srinath Gopalakrishna and Gary L. Lilien 14 Value-based pricing: a state-of-the-art review 246 George E. Cressman Jr PART IV INTER-FIRM RELATIONSHIPS IN B2B MARKETS 15 Evolution of buyer-seller relationships 277 Douglas Bowman 16 Relationship marketing 293 Joshua T. Beck and Robert W. Palmatier 17 Customer relationship management in business markets 311 Rajkumar Venkatesan, V. Kumar and Werner Reinartz 18 Trust, distrust and confidence in B2B relationships 332 Lisa K. Scheer 19 Strategic alliances in a business-to-business environment 348 Robert E. Spekman 20 Learning in coopetitive relationships 368 Hillbun (Dixon) Ho and Shankar Ganesan 21 The organizational buying center: innovation, knowledge management and brand 386 Wesley J. Johnston and Jennifer D. Chandler 22 B2B relationship underpinnings of outsourcing 400 Rajan Varadarajan PART V PERSONAL SELLING AND SALES MANAGEMENT 23 Salesperson effectiveness: a behavioral perspective 417 Kevin Bradford and Barton A. Weitz 24 Boundary work and customer connectivity in B2B front lines 433 Jagdip Singh, Detelina Marinova and Steven P. Brown 25 Key account management 456 Christian Homburg and Torsten Bornemann 26 Sales force compensation: research insights and research potential 473 Anne T. Coughlan and Kissan Joseph 27 Sales force performance: a typology and future research priorities 496 Michael Ahearne and Son K. Lam 28 Building a winning sales force in B2B markets: a managerial perspective 521 Andris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer 29 The impact of the Internet on B2B sales force size and structure 539 Murali K. Mantrala and Sonke Albers PART VI TECHNOLOGY AND B2B MARKETING 30 Toward a theory of technology marketing: review and suggestions for future research 563 Jakki J. Mohr, Sanjit Sengupta and Stanley Slater 31 Key questions on innovation in the B2B context 582 Gerard J. Tellis, Rajesh K. Chandy and Jaideep C. Prabhu 32 The Stage-Gate® system for product innovation in B2B firms 596 Robert G. Cooper 33 B2B e-commerce 625 Venkatesh Shankar 34 Designing B2B markets 639 Ernan Haruvy and Sandy Jap PART VII METHODOLOGICAL ISSUES 35 Qualitative research methods for investigating business-to-business marketing questions 659 Abbie Griffin 36 Case study research in business-to-business contexts: theory and methods 680 Arch G. Woodside and Roger Baxter 37 Survey research in B2B marketing: current challenges and emerging opportunities 699 Aric Rindfleisch and Kersi D. Antia 38 Marketing metrics for B2B firms 715 Raji Srinivasan Name index 731 Subject index 755
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title	Handbook of business-to-business marketing
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Inhaltsverzeichnis

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