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Handbook of Business-to-Business Marketing.

Author: Gary L Lilien; Rajdeep Grewal
Publisher: Cheltenham : Edward Elgar Pub., 2012.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Lilien, Gary L.
Handbook of Business-to-Business Marketing.
Cheltenham : Edward Elgar Publishing, ©2012
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Gary L Lilien; Rajdeep Grewal
ISBN: 9781781002445 1781002444
OCLC Number: 779828521
Description: 1 online resource (800 pages)
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. 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. 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. 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.

Abstract:

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.

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