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Handbook of Business-to-Business Marketing
This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations – from businesses to government agencies to not-for-profit organizations – and the many individuals within them.
More Information
Contributors
Contents
More Information
This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations – from businesses to government agencies to not-for-profit organizations – and the many individuals within them.
Comprising 38 chapters written by internationally renowned scholars, this Handbook presents perspectives of a variety of issue areas from both an academic and a managerial perspective (state of theory and state of practice). The material in this compendium includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, interfirm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets. Published in conjunction with Penn State’s Institute for the Study of Business Markets, this extensive volume will expand research and teaching in business-to-business marketing in academia and will improve the practice of business-to-business marketing for firms in the industry.
This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a complete overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.
Comprising 38 chapters written by internationally renowned scholars, this Handbook presents perspectives of a variety of issue areas from both an academic and a managerial perspective (state of theory and state of practice). The material in this compendium includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, interfirm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets. Published in conjunction with Penn State’s Institute for the Study of Business Markets, this extensive volume will expand research and teaching in business-to-business marketing in academia and will improve the practice of business-to-business marketing for firms in the industry.
This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a complete overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.
Contributors
Contributors: M. Ahearne, S. Albers, K.D. Antia, R. Banerjee, R. Baxter, J.T. Beck, M. Bergen, T. Bornemann, D. Bowman, K. Bradford, S.P. Brown, F. Cespedes, J.D. Chandler, R.K. Chandy, R.G. Cooper, A.T. Coughlan, G.E. Cressman Jr, S. Dutta, L. Fahey, S. Ganesan, M. Ghosh, S. Gopalakrishna, A. Griffin, E. Haruvy, H. Ho, C. Homburg, S. Jap, G. John, W.J. Johnston, K. Joseph, K.L. Keller, P. Kotler, V. Kumar, S.K. Lam, S.E. Lorimer, R.F. Lusch, M.K. Mantrala, D. Marinova, J.J. Mohr, N.A. Morgan, R. Oliva, R.W. Palmatier, J.C. Prabhu, S. Ray, W. Reinartz, A. Rindfleisch, L.K. Scheer, D.E. Schultz, S. Sengupta, V. Shankar, J. Singh, P. Sinha, S. Slater, R.J. Slotegraaf, R.E. Spekman, R. Srinivasan, G.J. Tellis, R.J. Thomas, C. Van den Bulte, R. Varadarajan, S.L. Vargo, R. Venkatesan, B.A. Weitz, A.G. Woodside, S. Wuyts, A.A. Zoltners
Contents
Contents:
PART I: INTRODUCTION AND OVERVIEW
1. Business-to-Business Marketing: Looking Back, Looking Forward
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
Ralph Oliva
3. Applications of Agency Theory in B2B Marketing: Review and Future Directions
Ranjan Banerjee, Mark Bergen, Shantanu Dutta and Sourav Ray
4. Progress and Prospects for Governance Value Analysis in Marketing: When Porter Meets Williamson
Mrinal Ghosh and George John
5. Network Governance
Stefan Wuyts and Christophe Van den Bulte
6. Marketing Capabilities for B2B Firms
Neil A. Morgan and Rebecca J. Slotegraaf
7. Gaining Competitive Advantage with Service-Dominant Logic
Robert F. Lusch and Stephen L. Vargo
8. Coordinating Marketing and Sales in B2B Organizations
Frank Cespedes
9. Competitor Intelligence: Enabling B2B Marketing Strategy
Liam Fahey
PART III: B2B MARKETING MIX AND STRATEGY
10. B2B Marketing Communication in a Transformational Marketplace
Don E. Schultz
11. Business-to-Business Market Segmentation
Robert J. Thomas
12. Branding in B2B Firms
Kevin Lane Keller and Philip Kotler
13. Trade Shows in the Business Marketing Communications Mix
Srinath Gopalakrishna and Gary L. Lilien
14. Value-based Pricing: A State-of-the-Art Review
George E. Cressman Jr
PART IV: INTER-FIRM RELATIONSHIPS IN B2B MARKETS
15. Evolution of Buyer–Seller Relationships
Douglas Bowman
16. Relationship Marketing
Joshua T. Beck and Robert W. Palmatier
17. Customer Relationship Management in Business Markets
Rajkumar Venkatesan, V. Kumar and Werner Reinartz
18. Trust, Distrust and Confidence in B2B Relationships
Lisa K. Scheer
19. Strategic Alliances in a Business-to-Business Environment
Robert E. Spekman
20. Learning in Coopetitive Relationships
Hillbun (Dixon) Ho and Shankar Ganesan
21. The Organizational Buying Center: Innovation, Knowledge Management and Brand
Wesley J. Johnston and Jennifer D. Chandler
22. B2B Relationship Underpinnings of Outsourcing
Rajan Varadarajan
PART V: PERSONAL SELLING AND SALES MANAGEMENT
23. Salesperson Effectiveness: A Behavioral Perspective
Kevin Bradford and Barton A. Weitz
24. Boundary Work and Customer Connectivity in B2B Front Lines
Jagdip Singh, Detelina Marinova and Steven P. Brown
25. Key Account Management
Christian Homburg and Torsten Bornemann
26. Sales Force Compensation: Research Insights and Research Potential
Anne T. Coughlan and Kissan Joseph
27. Sales Force Performance: A Typology and Future Research Priorities
Michael Ahearne and Son K. Lam
28. Building a Winning Sales Force in B2B Markets: A Managerial Perspective
Andris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer
29. The Impact of the Internet on B2B Sales Force Size and Structure
Murali K. Mantrala and Sönke Albers
PART VI: TECHNOLOGY AND B2B MARKETING
30. Toward a Theory of Technology Marketing: Review and Suggestions for Future Research
Jakki J. Mohr, Sanjit Sengupta and Stanley Slater
31. Key Questions on Innovation in the B2B Context
Gerard J. Tellis, Rajesh K. Chandy and Jaideep C. Prabhu
32. The Stage-Gate® System for Product Innovation in B2B Firms
Robert G. Cooper
33. B2B e-Commerce
Venkatesh Shankar
34. Designing B2B Markets
Ernan Haruvy and Sandy Jap
PART VII: METHODOLOGICAL ISSUES
35 Qualitative Research Methods for Investigating Business-to-Business Marketing Questions
Abbie Griffin
36. Case Study Research in Business-to-Business Contexts: Theory and Methods
Arch G. Woodside and Roger Baxter
37. Survey Research in B2B Marketing: Current Challenges and Emerging Opportunities
Aric Rindfleisch and Kersi D. Antia
38. Marketing Metrics in B2B Firms
Raji Srinivasan
Index
PART I: INTRODUCTION AND OVERVIEW
1. Business-to-Business Marketing: Looking Back, Looking Forward
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
Ralph Oliva
3. Applications of Agency Theory in B2B Marketing: Review and Future Directions
Ranjan Banerjee, Mark Bergen, Shantanu Dutta and Sourav Ray
4. Progress and Prospects for Governance Value Analysis in Marketing: When Porter Meets Williamson
Mrinal Ghosh and George John
5. Network Governance
Stefan Wuyts and Christophe Van den Bulte
6. Marketing Capabilities for B2B Firms
Neil A. Morgan and Rebecca J. Slotegraaf
7. Gaining Competitive Advantage with Service-Dominant Logic
Robert F. Lusch and Stephen L. Vargo
8. Coordinating Marketing and Sales in B2B Organizations
Frank Cespedes
9. Competitor Intelligence: Enabling B2B Marketing Strategy
Liam Fahey
PART III: B2B MARKETING MIX AND STRATEGY
10. B2B Marketing Communication in a Transformational Marketplace
Don E. Schultz
11. Business-to-Business Market Segmentation
Robert J. Thomas
12. Branding in B2B Firms
Kevin Lane Keller and Philip Kotler
13. Trade Shows in the Business Marketing Communications Mix
Srinath Gopalakrishna and Gary L. Lilien
14. Value-based Pricing: A State-of-the-Art Review
George E. Cressman Jr
PART IV: INTER-FIRM RELATIONSHIPS IN B2B MARKETS
15. Evolution of Buyer–Seller Relationships
Douglas Bowman
16. Relationship Marketing
Joshua T. Beck and Robert W. Palmatier
17. Customer Relationship Management in Business Markets
Rajkumar Venkatesan, V. Kumar and Werner Reinartz
18. Trust, Distrust and Confidence in B2B Relationships
Lisa K. Scheer
19. Strategic Alliances in a Business-to-Business Environment
Robert E. Spekman
20. Learning in Coopetitive Relationships
Hillbun (Dixon) Ho and Shankar Ganesan
21. The Organizational Buying Center: Innovation, Knowledge Management and Brand
Wesley J. Johnston and Jennifer D. Chandler
22. B2B Relationship Underpinnings of Outsourcing
Rajan Varadarajan
PART V: PERSONAL SELLING AND SALES MANAGEMENT
23. Salesperson Effectiveness: A Behavioral Perspective
Kevin Bradford and Barton A. Weitz
24. Boundary Work and Customer Connectivity in B2B Front Lines
Jagdip Singh, Detelina Marinova and Steven P. Brown
25. Key Account Management
Christian Homburg and Torsten Bornemann
26. Sales Force Compensation: Research Insights and Research Potential
Anne T. Coughlan and Kissan Joseph
27. Sales Force Performance: A Typology and Future Research Priorities
Michael Ahearne and Son K. Lam
28. Building a Winning Sales Force in B2B Markets: A Managerial Perspective
Andris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer
29. The Impact of the Internet on B2B Sales Force Size and Structure
Murali K. Mantrala and Sönke Albers
PART VI: TECHNOLOGY AND B2B MARKETING
30. Toward a Theory of Technology Marketing: Review and Suggestions for Future Research
Jakki J. Mohr, Sanjit Sengupta and Stanley Slater
31. Key Questions on Innovation in the B2B Context
Gerard J. Tellis, Rajesh K. Chandy and Jaideep C. Prabhu
32. The Stage-Gate® System for Product Innovation in B2B Firms
Robert G. Cooper
33. B2B e-Commerce
Venkatesh Shankar
34. Designing B2B Markets
Ernan Haruvy and Sandy Jap
PART VII: METHODOLOGICAL ISSUES
35 Qualitative Research Methods for Investigating Business-to-Business Marketing Questions
Abbie Griffin
36. Case Study Research in Business-to-Business Contexts: Theory and Methods
Arch G. Woodside and Roger Baxter
37. Survey Research in B2B Marketing: Current Challenges and Emerging Opportunities
Aric Rindfleisch and Kersi D. Antia
38. Marketing Metrics in B2B Firms
Raji Srinivasan
Index
