Handbook of business-to-business marketing / edited by Gary L. Lilien, J. Andrew Petersen, Stefan Wuyts.

Format:

Book

Contributor:

Edward Elgar Publishing, publisher.

Lilien, Gary L., 1946- editor.

Wuyts, Stefan, editor.

Petersen, J. Andrew, editor.

Series:

Research Handbooks in Business and Management

Language:

English

Subjects (All):

Industrial marketing.

Physical Description:

1 online resource (712 pages)

Edition:

Second edition.

Place of Publication:

Cheltenham, England ; Northampton, Massachusetts : Edward Elgar Publishing, [2022]

Summary:

"This second edition of the Handbook of Business-to-Business Marketing provides an updated comprehensive state-of-the-art overview of business-to-business (B2B) marketing by leading academic scholars and practitioners in the field. Each of the 34 chapters is structured to provide perspectives of one B2B problem area both from an academic and a managerial perspective, a state-of-art review and summary, a research agenda for the domain, and implications for practitioners. Published in conjunction with Penn State's Institute for the Study of Business Markets, this extensive Handbook will expand research and teaching on business-to-business marketing and will improve the practice of B2B marketing for firms in the industry. It summarizes current knowledge about the realm of B2B marketing and addresses the most important unanswered questions there. This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking B2B practitioners who want to be aware of the current state of knowledge in their domains"-- Provided by publisher.

Contents:

Front Matter

Copyright

Contents

About the editors

Contributors

Preface and acknowledgements for the second edition

Part I INTRODUCTION AND OVERVIEW

1. Business-to-business marketing: looking back, looking forward

Part II PERSPECTIVES IN B2B RESEARCH

2. A high-level overview: a value-based perspective on the practice of business-to-business (B2B) marketing

3. Agency theory and B2B marketing: review and future directions

4. Porter meets Williamson in 2022: governance value analysis and its implications in a world of digital technologies

5. Control and coordination in B2B networks

6. Marketing capabilities for B2B firms

7. Coordinating Marketing and Sales in B2B organizations

8. Competitor intelligence: enabling B2B marketing strategy

9. Preparing marketing for greater turbulence

10. Business models and B2B governance research

Part III B2B MARKETING MIX AND STRATEGY

11. Business-to-business market segmentation

12. Branding in B2B firms

13. Branding and digital business models

14. Trade shows in the business marketing communications mix

15. B2B data-driven and value-based pricing strategies, price setting, and price execution

Part IV INTERFIRM RELATIONSHIPS IN B2B MARKETS

16. Evolution of the buyer‒supplier relationship value chain in business markets

17. Relationship marketing

18. Customer relationship management in business markets

19. The complexity of trust in business-to-business relationships

20. The organizational buying center (OBC): managing complexity for co-creation opportunities

21. Business-to-business relationship foundations of outsourcing: evolution and outlook

Part V PERSONAL SELLING AND SALES MANAGEMENT

22. Myth and reality: boundary spanning work in B2B frontlines

23. Key account management.

24. Sales force performance: a typology and future research priorities

25. Building a winning sales force in B2B markets: a managerial perspective

26. The impact of the Internet on B2B sales force size and structure

Part VI INNOVATION AND TECHNOLOGY

27. Key questions on innovation in the B2B context

28. The Stage-Gate system for product innovation in B2B firms

29. Business-to-business (B2B) e-commerce

30. Auctions and the design of B2B markets

Part VII METHODOLOGICAL ISSUES

31. Qualitative research methods for investigating business-to-business marketing questions

32. Marketing metrics for B2B firms

33. Establishing causality in B2B research with a behavioral experimental approach

34. Empirical approaches for addressing endogeneity in B2B research

Index.

Notes:

Previous edition: published as by Gary L. Lilien and Rajdeep Grewal.

Published in association with the Institute for the Study of Business Markets.

Description based on print version record.

Includes bibliographical references and index.

Other Format:

Print version: Lilien, Gary L. Handbook of Business-To-Business Marketing

ISBN:

1-80037-687-1