Handbook of business-to-business marketing:
Gespeichert in:
| Weitere Verfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cheltenham, UK ; Northampton, MA, USA
Edward Elgar Publishing
[2022]
|
| Ausgabe: | second edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xxii, 690 Seiten Illustrationen |
| ISBN: | 9781800376861 9781803923611 |
Internformat
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Datensatz im Suchindex
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Contents x xiii xxi About the editors List of contributors Preface and acknowledgements for the second edition INTRODUCTION AND OVERVIEW PART I 1 Business-to-business marketing: looking back, looking forward Rajdeep Grewal, Gary L. Lilien, J. Andrew Petersen, and Stefan Wuyts PART II 2 2 PERSPECTIVES IN B2B RESEARCH A high-level overview: a value-based perspective on the practice of business-to-business (B2B) marketing Ralph A. Oliva 13 3 Agency theory and B2B marketing: review and future directions 39 Iman Sadeghi, Ranjan Banerjee, Sourav Ray, Mark Bergen, and Shantanu Dutta 4 Porter meets Williamson in 2022: governance value analysis and its implications in a world of digital technologies Mrinal Ghosh and George John 56 5 Control and coordination in B2B networks Stefan Wuyts and Christophe Van den Bulte 75 6 Marketing capabilities for B2B firms Neil A. Morgan, Rebecca J. Slotegraaf, and Hui Feng 96 7 Coordinating Marketing and Sales in B2B organizations Frank V. Cespedes 117 8 Competitor intelligence: enabling B2B marketing strategy Liam Fahey 138 9 Preparing marketing for greater turbulence George S. Day 159 10 Business models and B2B governance research Øystein D. Fjeldstad and Kenneth H. Wathne 174 PART III B2B MARKETING MIX AND STRATEGY 11 Business-to-business market segmentation Robert J. Thomas vii 185
viii Handbook of business-to-business marketing 12 Branding in B2B firms Kevin Lane Keller and Philip Kotler 205 13 Branding and digital business models Erich Joachimsthaler and Anne Olderog 225 14 Trade shows in the business marketing communications mix Srinath Gopalakrishna, GaryL. Lilien, and Andrew Donsbach 247 15 B2B data-driven and value-based pricing strategies, price setting, and price execution Sriram Venkataraman and J. Andrew Petersen PART IV 266 INTERFIRM RELATIONSHIPS IN B2B MARKETS 16 Evolution of the buyer-supplier relationship value chain in business markets Douglas Bowman and Alberto Sa Vinhas 293 17 Relationship marketing Natalie Chisam, Joshua T. Beck, and Robert W. Palmatier 315 18 Customer relationship management in business markets Rajkumar Venkatesan, V. Kumar, and Werner Reinartz 335 19 The complexity of trust in business-to-business relationships Lisa K. Scheer 359 20 The organizational buying center (OBC): managing complexity for co-creation opportunities Wesley J. Johnston, Jennifer D. Chandler, and Michael Ehret 377 Business-to-business relationship foundations of outsourcing: evolution and outlook Rajan Varadarajan 393 21 PART V PERSONAL SELLING AND SALES MANAGEMENT 22 Myth and reality: boundary spanning work in B2B frontlines Jagdip Singh, Detelina Marinova, and Steven P. Brown 409 23 Key account management Torsten Bornemann and Dominik Hettich 435 24 Sales force performance: a typology and future research priorities Son K. Lam, Molly Ahearne, and Michael Ahearne 451 25 Building a winning sales force in B2B markets: a managerial perspective
Andris A. Zöllners, Prabhakant Sinha, and Sally E. Lorimer 473 26 The impact of the Internet on B2B sales force size and structure Murali K. Mantrala and Sänke Albers 493
Contents ix PART VI INNOVATION AND TECHNOLOGY 27 Key questions on innovation in the B2B context Gerard J. Tellis, Rajesh K. Chandy, and Jaideep C. Prabhu 516 28 The Stage-Gate® system for product innovation in B2B firms Robert G. Cooper 533 29 Business-to-business (B2B) e-commerce Venkatesh Shankar 562 30 Auctions and the design of B2B markets Ernán Haruvy and Sandy D. Jap 579 PART VII METHODOLOGICAL ISSUES 31 Qualitative research methods for investigating business-to-business marketing questions Abbie Griffin 32 Marketing metrics for B2B firms Raji Srinivasan and Tushmit Μ. Hasan 33 Establishing causality in B2B research with a behavioral experimental approach Mahima Hada 34 Index Empirical approaches for addressing endogeneity in B2B research Alok R. Saboo + 597 617 638 655 679 |
| adam_txt |
Contents x xiii xxi About the editors List of contributors Preface and acknowledgements for the second edition INTRODUCTION AND OVERVIEW PART I 1 Business-to-business marketing: looking back, looking forward Rajdeep Grewal, Gary L. Lilien, J. Andrew Petersen, and Stefan Wuyts PART II 2 2 PERSPECTIVES IN B2B RESEARCH A high-level overview: a value-based perspective on the practice of business-to-business (B2B) marketing Ralph A. Oliva 13 3 Agency theory and B2B marketing: review and future directions 39 Iman Sadeghi, Ranjan Banerjee, Sourav Ray, Mark Bergen, and Shantanu Dutta 4 Porter meets Williamson in 2022: governance value analysis and its implications in a world of digital technologies Mrinal Ghosh and George John 56 5 Control and coordination in B2B networks Stefan Wuyts and Christophe Van den Bulte 75 6 Marketing capabilities for B2B firms Neil A. Morgan, Rebecca J. Slotegraaf, and Hui Feng 96 7 Coordinating Marketing and Sales in B2B organizations Frank V. Cespedes 117 8 Competitor intelligence: enabling B2B marketing strategy Liam Fahey 138 9 Preparing marketing for greater turbulence George S. Day 159 10 Business models and B2B governance research Øystein D. Fjeldstad and Kenneth H. Wathne 174 PART III B2B MARKETING MIX AND STRATEGY 11 Business-to-business market segmentation Robert J. Thomas vii 185
viii Handbook of business-to-business marketing 12 Branding in B2B firms Kevin Lane Keller and Philip Kotler 205 13 Branding and digital business models Erich Joachimsthaler and Anne Olderog 225 14 Trade shows in the business marketing communications mix Srinath Gopalakrishna, GaryL. Lilien, and Andrew Donsbach 247 15 B2B data-driven and value-based pricing strategies, price setting, and price execution Sriram Venkataraman and J. Andrew Petersen PART IV 266 INTERFIRM RELATIONSHIPS IN B2B MARKETS 16 Evolution of the buyer-supplier relationship value chain in business markets Douglas Bowman and Alberto Sa Vinhas 293 17 Relationship marketing Natalie Chisam, Joshua T. Beck, and Robert W. Palmatier 315 18 Customer relationship management in business markets Rajkumar Venkatesan, V. Kumar, and Werner Reinartz 335 19 The complexity of trust in business-to-business relationships Lisa K. Scheer 359 20 The organizational buying center (OBC): managing complexity for co-creation opportunities Wesley J. Johnston, Jennifer D. Chandler, and Michael Ehret 377 Business-to-business relationship foundations of outsourcing: evolution and outlook Rajan Varadarajan 393 21 PART V PERSONAL SELLING AND SALES MANAGEMENT 22 Myth and reality: boundary spanning work in B2B frontlines Jagdip Singh, Detelina Marinova, and Steven P. Brown 409 23 Key account management Torsten Bornemann and Dominik Hettich 435 24 Sales force performance: a typology and future research priorities Son K. Lam, Molly Ahearne, and Michael Ahearne 451 25 Building a winning sales force in B2B markets: a managerial perspective
Andris A. Zöllners, Prabhakant Sinha, and Sally E. Lorimer 473 26 The impact of the Internet on B2B sales force size and structure Murali K. Mantrala and Sänke Albers 493
Contents ix PART VI INNOVATION AND TECHNOLOGY 27 Key questions on innovation in the B2B context Gerard J. Tellis, Rajesh K. Chandy, and Jaideep C. Prabhu 516 28 The Stage-Gate® system for product innovation in B2B firms Robert G. Cooper 533 29 Business-to-business (B2B) e-commerce Venkatesh Shankar 562 30 Auctions and the design of B2B markets Ernán Haruvy and Sandy D. Jap 579 PART VII METHODOLOGICAL ISSUES 31 Qualitative research methods for investigating business-to-business marketing questions Abbie Griffin 32 Marketing metrics for B2B firms Raji Srinivasan and Tushmit Μ. Hasan 33 Establishing causality in B2B research with a behavioral experimental approach Mahima Hada 34 Index Empirical approaches for addressing endogeneity in B2B research Alok R. Saboo + 597 617 638 655 679 |
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| spelling | Handbook of business-to-business marketing edited by Gary L. Lilien, J. Andrew Petersen, Stefan Wuyts second edition Cheltenham, UK ; Northampton, MA, USA Edward Elgar Publishing [2022] © 2022 xxii, 690 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Investitionsgütermarketing (DE-588)4072915-1 gnd rswk-swf Industrial marketing (DE-588)4143413-4 Aufsatzsammlung gnd-content Investitionsgütermarketing (DE-588)4072915-1 s Business-to-Business-Marketing (DE-588)4631075-7 s b DE-604 Lilien, Gary L. 1946- (DE-588)133632148 edt Petersen, J. Andrew (DE-588)1060132141 edt Wuyts, Stefan (DE-588)1266258213 edt Erscheint auch als Online-Ausgabe 978-1-80037-687-8 Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033766491&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Handbook of business-to-business marketing |
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| title_full | Handbook of business-to-business marketing edited by Gary L. Lilien, J. Andrew Petersen, Stefan Wuyts |
| title_fullStr | Handbook of business-to-business marketing edited by Gary L. Lilien, J. Andrew Petersen, Stefan Wuyts |
| title_full_unstemmed | Handbook of business-to-business marketing edited by Gary L. Lilien, J. Andrew Petersen, Stefan Wuyts |
| title_short | Handbook of business-to-business marketing |
| title_sort | handbook of business to business marketing |
| topic | Business-to-Business-Marketing (DE-588)4631075-7 gnd Investitionsgütermarketing (DE-588)4072915-1 gnd |
| topic_facet | Business-to-Business-Marketing Investitionsgütermarketing Aufsatzsammlung |
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