Behavioral experiments are a sound method for establishing causality and investigating how firms' actions can impact the beliefs and attitudes of recipients. However, the use of this method in research on B2B topics remains limited. In this chapter, I provide some guidelines and a blueprint for...

Marketing metrics important to marketing managers, who are accountable for the return on investment of marketing investments. A large body of work in marketing over the past few decades on the various marketing metrics. However, many of these marketing metrics have largely been developed in the...

Over the last decade, the marketing domain's acceptance of qualitative research as a publishable research methodology has grown materially, as has the understanding of what constitutes "good" (publishable) qualitative research. Overall, somewhere around 15% of the articles published in the...

In our 2012 chapter titled 'Designing B2B Markets,' we put forth a primer for researchers, academics and practitioners interested in the design of auction-based mechanisms for B2B exchange. Such mechanisms provided a pathway for both formal modeling of a systematic price discovery process, as...

This chapter covers different aspects of online markets and online marketing in the business-to-business (B2B) environment. It provides an overview of the essentials of e-commerce in B2B markets. The focus is on digital marketing issues and the coverage spans B2B goods and services. The chapter...

With increased pressure to reduce the cycle time yet improve their new product success rates, companies look to new-product processes, such as Stage-Gate®, to manage, direct, and accelerate their product innovation projects to market. The Stage-Gate system became the most widely used...

Innovation is critically important today because of the rapid pace of technological change, the increasing globalization of markets, and the shocks from pandemics, financial crises, and wars. Innovation is important for B2B firms because they are critical suppliers for B2C firms that need to be...

The central focus of this chapter is an examination of the effects of Internet-based information and communication technologies ('IICT') on B2B sales force size and structure. Over the last two decades, the Internet disrupted many classical models of B2B buying, selling, and the sales...

A selling organization operates through a set of decisions (e.g., how many salespeople to hire) and processes (e.g., steps for hiring a salesperson). A sales success framework organizes these decisions and processes (sales success drivers) into five categories: 1) customer strategy, 2)...

To remain competitive, companies must successfully manage strategically important customer relationships. Based on an up-to-date review of relevant research findings, this chapter provides insight into the implementation of key account management (KAM). Specifically, the chapter covers the...