Handbook of Business-to-Business Marketing by Gary L. Lilien (English) Paperback

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The material in this compendium includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, interfirm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets.

FORMATPaperback LANGUAGEEnglish CONDITIONBrand New Publisher Description

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 the business to business marketing domain. It will also prove an invaluable resource for forward thinking business to business practitioners who want to be aware of the current state of knowledge in their domains.

Author Biography

Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US

Table of Contents

Contents:PART I: INTRODUCTION AND OVERVIEW1. Business-to-Business Marketing: Looking Back, Looking ForwardRajdeep Grewal and Gary L. LilienPART II: PERSPECTIVES IN B2B RESEARCH2. A High-level Overview: A Value Perspective on the Practice of Business-to-Business MarketingRalph Oliva3. Applications of Agency Theory in B2B Marketing: Review and Future DirectionsRanjan Banerjee, Mark Bergen, Shantanu Dutta and Sourav Ray4. Progress and Prospects for Governance Value Analysis in Marketing: When Porter Meets WilliamsonMrinal Ghosh and George John5. Network GovernanceStefan Wuyts and Christophe Van den Bulte6. Marketing Capabilities for B2B FirmsNeil A. Morgan and Rebecca J. Slotegraaf7. Gaining Competitive Advantage with Service-Dominant LogicRobert F. Lusch and Stephen L. Vargo8. Coordinating Marketing and Sales in B2B OrganizationsFrank Cespedes9. Competitor Intelligence: Enabling B2B Marketing StrategyLiam FaheyPART III: B2B MARKETING MIX AND STRATEGY10. B2B Marketing Communication in a Transformational MarketplaceDon E. Schultz11. Business-to-Business Market SegmentationRobert J. Thomas12. Branding in B2B FirmsKevin Lane Keller and Philip Kotler13. Trade Shows in the Business Marketing Communications MixSrinath Gopalakrishna and Gary L. Lilien14. Value-based Pricing: A State-of-the-Art ReviewGeorge E. Cressman JrPART IV: INTER-FIRM RELATIONSHIPS IN B2B MARKETS15. Evolution of Buyer–Seller RelationshipsDouglas Bowman16. Relationship MarketingJoshua T. Beck and Robert W. Palmatier17. Customer Relationship Management in Business MarketsRajkumar Venkatesan, V. Kumar and Werner Reinartz18. Trust, Distrust and Confidence in B2B RelationshipsLisa K. Scheer19. Strategic Alliances in a Business-to-Business EnvironmentRobert E. Spekman20. Learning in Coopetitive RelationshipsHillbun (Dixon) Ho and Shankar Ganesan21. The Organizational Buying Center: Innovation, Knowledge Management and BrandWesley J. Johnston and Jennifer D. Chandler22. B2B Relationship Underpinnings of OutsourcingRajan VaradarajanPART V: PERSONAL SELLING AND SALES MANAGEMENT23. Salesperson Effectiveness: A Behavioral PerspectiveKevin Bradford and Barton A. Weitz24. Boundary Work and Customer Connectivity in B2B Front LinesJagdip Singh, Detelina Marinova and Steven P. Brown25. Key Account ManagementChristian Homburg and Torsten Bornemann26. Sales Force Compensation: Research Insights and Research PotentialAnne T. Coughlan and Kissan Joseph27. Sales Force Performance: A Typology and Future Research PrioritiesMichael Ahearne and Son K. Lam28. Building a Winning Sales Force in B2B Markets: A Managerial PerspectiveAndris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer29. The Impact of the Internet on B2B Sales Force Size and StructureMurali K. Mantrala and Sönke AlbersPART VI: TECHNOLOGY AND B2B MARKETING30. Toward a Theory of Technology Marketing: Review and Suggestions for Future ResearchJakki J. Mohr, Sanjit Sengupta and Stanley Slater31. Key Questions on Innovation in the B2B ContextGerard J. Tellis, Rajesh K. Chandy and Jaideep C. Prabhu32. The Stage-Gate® System for Product Innovation in B2B FirmsRobert G. Cooper33. B2B e-CommerceVenkatesh Shankar34. Designing B2B MarketsErnan Haruvy and Sandy JapPART VII: METHODOLOGICAL ISSUES35 Qualitative Research Methods for Investigating Business-to-Business Marketing QuestionsAbbie Griffin36. Case Study Research in Business-to-Business Contexts: Theory and MethodsArch G. Woodside and Roger Baxter37. Survey Research in B2B Marketing: Current Challenges and Emerging OpportunitiesAric Rindfleisch and Kersi D. Antia38. Marketing Metrics in B2B FirmsRaji SrinivasanIndex

Details ISBN1781005362 Author Rajdeep Grewal Pages 800 Publisher Edward Elgar Publishing Ltd ISBN-10 1781005362 ISBN-13 9781781005361 Publication Date 2012-11-30 Language English Year 2012 Format Paperback Imprint Edward Elgar Publishing Ltd Place of Publication Cheltenham Country of Publication United Kingdom AU Release Date 2012-11-30 NZ Release Date 2012-11-30 UK Release Date 2012-11-30 Series Research Handbooks in Business and Management series Edited by Rajdeep Grewal DEWEY 658.3 Audience Professional & Vocational Replaced by 9781803923611 We've got this

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