Handbook of business-to-business marketing

edited by Gary L. Lilien (Distinguished Research Professor of Management Science), J. Andrew Petersen (Associate Professor of Marketing) and Stefan Wuyts (Professor of Marketing, The Pennsylvania State University, US)

"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"--

MoreLess

Year of publication:	2022 ; 2nd edition
Other Persons:	Lilien, Gary L. (ed.) ; Petersen, J. Andrew (ed.) ; Wuyts, Stefan (ed.)
Institutions:	Edward Elgar Publishing (publisher)
Publisher:	Cheltenham, UK : Edward Elgar Publishing
Subject:	B-to-B-Marketing \| Business-to-business marketing \| Marketingtheorie \| Marketing theory
Published items:	33 hits in ECONIS - Online Catalogue of the ZBW

Extent:	1 Online-Ressource (712 pages)
Series:	Research handbooks in business and management series
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Aufsatzsammlung ; Handbuch ; Handbook
Language:	English
Notes:	Includes index Contents: Preface and acknowledgements for the second edition -- Part I: Introduction and overview 1. Business-to-business marketing: Looking back, looking forward / Rajdeep Grewal, Gary L. Lilien, J. Andrew Petersen, and Stefan Wuyts -- Part II: Perspectives in b2b research -- 2. A high-level overview: A value-based perspective on the practice of business-to-business (b2b) marketing / Ralph A. Oliva --3. Agency theory and B2B marketing: review and future directions / Iman Sadeghi, Ranjan Banerjee, Sourav Ray, Mark Bergen, and Shantanu Dutta -- 4. Porter meets williamson in 2021: Governance value analysis and its implications in a world of digital technologies / Mrinal Ghosh and George John -- 5. Control and coordination in b2b networks / Stefan Wuyts and Christophe Van den Bulte -- 6. Marketing capabilities for b2b firms / Neil A. Morgan, Rebecca J. Slotegraaf, and Hui Feng -- 7. Coordinating marketing and sales in b2b organizations / Frank V. Cespedes -- 8. Competitor intelligence: Enabling b2b marketing strategy / Liam Fahey -- 9. Preparing marketing for greater turbulence / George S. Day -- 10. Business models and b2b governance research / Øystein D. Fjeldstad and Kenneth H. Wathne -- Part III: B2b marketing mix and strategy -- 11. Business-to-business market segmentation / Robert J. Thomas -- 12. Branding in b2b firms / Kevin Lane Keller and Philip Kotler -- 13. Branding and digital business models / Erich Joachimsthaler and Anne Olderog -- 14. Trade shows in the business marketing communications mix / Srinath Gopalakrishna, Gary L. Lilien, and Andrew Donsbach -- 15. B2b data-driven and value-based pricing strategies, price setting, and price execution / Sriram Venkataraman and J. Andrew Petersen -- Part IV: Interfirm relationships in b2b markets -- 16. Evolution of the buyer-supplier relationship value chain in business markets / Douglas Bowman and Alberto Sa Vinhas -- 17. Relationship marketing / Natalie Chisam, Joshua T. Beck, and Robert W. Palmatier -- 18. Customer relationship management in business markets / Rajkumar Venkatesan, V. Kumar, and Werner Reinartz -- 19. The complexity of trust in business-to-business relationships / Lisa K. Scheer -- 20. The organizational buying center (obc): Managing complexity for co-creation opportunities / Wesley J. Johnston, Jennifer D. Chandler, and Michael Ehret -- 21. Business-to-business relationship foundations of outsourcing: Evolution and outlook / Wesley J. Johnston, Jennifer D. Chandler, and Michael Ehret -- Part V: Personal selling and sales management -- 22. Myth and reality: Boundary spanning work in b2b front lines / Jagdip Singh, Detelina Marinova, and Steven P. Brown -- 23. Key account management / Torsten Bornemann and Dominik Hettich -- 24. Sales force performance: A typology and future research priorities / Son K. Lam, Molly Ahearne, and Michael Ahearne -- 25. Building a winning sales force in b2b markets: A managerial perspective / Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer -- 26. The impact of the internet on b2b sales force size and structure / Murali K. Mantrala and Sönke Albers -- Part VI: Innovation and technology -- 27. Key questions on innovation in the b2b context / Gerard J. Tellis, Rajesh K. Chandy, and Jaideep C. Prabhu -- 28. The stage-gate® system for product innovation in b2b firms / Robert G. Cooper -- 29. Business-to-business (b2b) e-commerce / Venkatesh Shankar -- 30. Auctions and the design of b2b markets / Ernan Haruvy and Sandy D. Jap -- 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 M. Hasan -- 33. Establishing causality in b2b research with a behavioral experimental approach / Mahima Hada -- 34. Empirical approaches for addressing endogeneity in b2b research / Alok R. Saboo and Ankit Anand -- Index.
ISBN:	978-1-80037-687-8 ; 978-1-80037-686-1
Other identifiers:	10.4337/9781800376878 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10013400357