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Handbook of Business-to-Business Marketing [electronic resource].

By: Contributor(s): Material type: Computer fileComputer filePublisher number: 9781849801423Publication details: Cheltenham : Edward Elgar Publishing, 2012.ISBN:
  • 9781781002445
Subject(s): Genre/Form: Additional physical formats: Print version:: Handbook of Business-to-Business MarketingDDC classification:
  • 658.8/4 658.804
LOC classification:
  • HF1001
  • HF5438.25
Online resources:
Contents:
Cover; Copyright; Contents; About the editors; Contributors; Acknowledgments; 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 perspective on the practice of business-to-business marketing; 3 Applications of agency theory in B2B marketing: review and future directions; 4 Progress and prospects for governance value analysis in marketing: when Porter meets Williamson; 5 Network governance; 6 Marketing capabilities for B2B firms
17 Customer relationship management in business markets18 Trust, distrust and confi dence in B2B relationships; 19 Strategic alliances in a business-to-business environment; 20 Learning in coopetitive relationships; 21 The organizational buying center: innovation, knowledge management and brand; 22 B2B relationship underpinnings of outsourcing; PART V PERSONAL SELLING AND SALES MANAGEMENT; 23 Salesperson effectiveness: a behavioral perspective; 24 Boundary work and customer connectivity in B2B front lines; 25 Key account management
26 Sales force compensation: research insights and research potential27 Sales force performance: a typology and future research priorities; 28 Building a winning sales force in B2B markets: a managerial perspective; 29 The impact of the Internet on B2B sales force size and structure; PART VI TECHNOLOGY AND B2B MARKETING; 30 Toward a theory of technology marketing: review and suggestions for future research; 31 Key questions on innovation in the B2B context; 32 The Stage-Gate® system for product innovation in B2B firms; 33 B2B e-commerce; 34 Designing B2B markets
7 Gaining competitive advantage with service-dominant logic8 Coordinating marketing and sales in B2B organizations; 9 Competitor intelligence: enabling B2B marketing strategy; PART III B2B MARKETING MIX AND STRATEGY; 10 B2B marketing communication in a transformational marketplace; 11 Business-to-business market segmentation; 12 Branding in B2B firms; 13 Trade shows in the business marketing communications mix; 14 Value-based pricing: a state-of-the-art review; PART IV INTER-FIRM RELATIONSHIPS IN B2B MARKETS; 15 Evolution of buyer-seller relationships; 16 Relationship marketing
PART VII METHODOLOGICAL ISSUES35 Qualitative research methods for investigating business-to-business marketing questions; 36 Case study research in business-to-business contexts: theory and methods; 37 Survey research in B2B marketing: current challenges and emerging opportunities; 38 Marketing metrics for B2B firms; Name index; Subject index
Summary: This insightful Handbook provides a comprehensive state of the art review of business to business marketing. Comprised of 38 chapters, written by internationally renowned contributors, each chapter provides: perspectives of a particular area or issue both from an academic and a managerial perspective (state of theory and state of practice); a concise state-of-art review summarizing what we know about the area; and a research agenda for the domain. This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a complete overview of the academic state of
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Electronic Resource Electronic Resource UH Online Library Ebooks Not for loan
Total holds: 0

Enhanced descriptions from Syndetics:

Description based upon print version of record.

Cover; Copyright; Contents; About the editors; Contributors; Acknowledgments; 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 perspective on the practice of business-to-business marketing; 3 Applications of agency theory in B2B marketing: review and future directions; 4 Progress and prospects for governance value analysis in marketing: when Porter meets Williamson; 5 Network governance; 6 Marketing capabilities for B2B firms

17 Customer relationship management in business markets18 Trust, distrust and confi dence in B2B relationships; 19 Strategic alliances in a business-to-business environment; 20 Learning in coopetitive relationships; 21 The organizational buying center: innovation, knowledge management and brand; 22 B2B relationship underpinnings of outsourcing; PART V PERSONAL SELLING AND SALES MANAGEMENT; 23 Salesperson effectiveness: a behavioral perspective; 24 Boundary work and customer connectivity in B2B front lines; 25 Key account management

26 Sales force compensation: research insights and research potential27 Sales force performance: a typology and future research priorities; 28 Building a winning sales force in B2B markets: a managerial perspective; 29 The impact of the Internet on B2B sales force size and structure; PART VI TECHNOLOGY AND B2B MARKETING; 30 Toward a theory of technology marketing: review and suggestions for future research; 31 Key questions on innovation in the B2B context; 32 The Stage-Gate® system for product innovation in B2B firms; 33 B2B e-commerce; 34 Designing B2B markets

7 Gaining competitive advantage with service-dominant logic8 Coordinating marketing and sales in B2B organizations; 9 Competitor intelligence: enabling B2B marketing strategy; PART III B2B MARKETING MIX AND STRATEGY; 10 B2B marketing communication in a transformational marketplace; 11 Business-to-business market segmentation; 12 Branding in B2B firms; 13 Trade shows in the business marketing communications mix; 14 Value-based pricing: a state-of-the-art review; PART IV INTER-FIRM RELATIONSHIPS IN B2B MARKETS; 15 Evolution of buyer-seller relationships; 16 Relationship marketing

PART VII METHODOLOGICAL ISSUES35 Qualitative research methods for investigating business-to-business marketing questions; 36 Case study research in business-to-business contexts: theory and methods; 37 Survey research in B2B marketing: current challenges and emerging opportunities; 38 Marketing metrics for B2B firms; Name index; Subject index

This insightful Handbook provides a comprehensive state of the art review of business to business marketing. Comprised of 38 chapters, written by internationally renowned contributors, each chapter provides: perspectives of a particular area or issue both from an academic and a managerial perspective (state of theory and state of practice); a concise state-of-art review summarizing what we know about the area; and a research agenda for the domain. This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a complete overview of the academic state of