Handbook of business-to-business marketing / edited by Gary L. Lilien, Rajdeep Grewal
- Machine generated contents note: pt. I INTRODUCTION AND OVERVIEW -- 1.Business-to-business marketing: looking back, looking forward / Gary L. Lilien -- pt. 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 / Sourav Ray -- 4.Progress and prospects for governance value analysis in marketing: when Porter meets Williamson / George John -- 5.Network governance / Christophe Van den Bulte -- 6.Marketing capabilities for B2B firms / Rebecca J. Slotegraaf -- 7.Gaining competitive advantage with service-dominant logic / Stephen L. Vargo -- 8.Coordinating marketing and sales in B2B organizations / Frank Cespedes -- 9.Competitor intelligence: enabling B2B marketing strategy / Liam Fahey -- pt. 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 / Philip Kotler -- 13.Trade shows in the business marketing communications mix / Gary L. Lilien -- 14.Value-based pricing: a state-of-the-art review / George E. Cressman Jr. -- pt. IV INTER-FIRM RELATIONSHIPS IN B2B MARKETS -- 15.Evolution of buyer--seller relationships / Douglas Bowman -- 16.Relationship marketing / Robert W. Palmatier -- 17.Customer relationship management in business markets / 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 / Shankar Ganesan -- 21.The organizational buying center: innovation, knowledge management and brand / Jennifer D. Chandler -- 22.B2B relationship underpinnings of outsourcing / Rajan Varadarajan -- pt. V PERSONAL SELLING AND SALES MANAGEMENT -- 23.Salesperson effectiveness: a behavioral perspective / Barton A. Weitz -- 24.Boundary work and customer connectivity in B2B front lines / Steven P. Brown -- 25.Key account management / Torsten Bornemann -- 26.Sales force compensation: research insights and research potential / Kissan Joseph -- 27.Sales force performance: a typology and future research priorities / Son K. Lam -- 28.Building a winning sales force in B2B markets: a managerial perspective / Sally E. Lorimer -- 29.The impact of the Internet on B2B sales force size and structure / Sonke Albers -- pt. VI TECHNOLOGY AND B2B MARKETING -- 30.Toward a theory of technology marketing: review and suggestions for future research / Stanley Slater -- 31.Key questions on innovation in the B2B context / 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 / Sandy Jap -- pt. 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 / Roger Baxter -- 37.Survey research in B2B marketing: current challenges and emerging opportunities / Kersi D. Antia -- 38.Marketing metrics for B2B firms / Raji Srinivasan.
- 9781849801423 (hbk.) and 1849801428 (hbk.)
- Bibliography Note:
- Includes bibliographical references and indexes.
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