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.
Contents: PART I: INTRODUCTION AND OVERVIEW 1. Business-to-Business Marketing: Looking Back, Looking Forward Rajdeep Grewal and Gary L. Lilien PART 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 Ranjan Banerjee, Mark Bergen, Shantanu Dutta and Souray Ray 4. Progress and Prospects for Governance Value Analysis in Marketing: When Porter Meets Williamson Mrinal Ghosh and George John 5. Network Governance Stefan Wuyts and Christophe Van den Bulte 6. Marketing Capabilities for B2B Firms Neil A. Morgan and Rebecca J. Slotegraaf 7. Gaining Competitive Advantage with Service-Dominant Logic Robert F. Lusch and Stephen L. Vargo 8. Coordinating Marketing and Sales in B2B Organizations Frank Cespedes 9. Competitor Intelligence: Enabling B2B Marketing Strategy Liam Fahey PART 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 Kevin Lane Keller and Philip Kotler 13. Trade Shows in the Business Marketing Communications Mix Srinath Gopalakrishna and Gary L. Lilien 14. Value-Based Pricing: A State-of-the-Art Review George E. Cressman Jr. PART IV: INTERFIRM RELATIONSHIPS IN B2B MARKETS 15. Evolution of Buyer - Seller Relationships Douglas Bowman 16. Relationship Marketing Joshua T. Beck and Robert W. Palmatier 17. Customer Relationship Management in Business Markets Rajkumar Venkatesan, V. Kumar and 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 Hillbun (Dixon) Ho and Shankar Ganesan 21. The Organizational Buying Center: Innovation, Knowledge Management and Brand Wesley J. Johnston and Jennifer D. Chandler 22. B2B Relationship Underpinnings of Outsourcing Rajan Varadarajan PART V: PERSONAL SELLING AND SALES MANAGEMENT 23. Salesperson Effectiveness: A Behavioral Perspective Kevin Bradford and Barton A. Weitz 24. Boundary Work and Customer Connectivity in B2B Front Lines Jagdip Singh, Detelina Marinova and Steven P. Brown 25. Key Account Management Christian Homburg and Torsten Bornemann 26. Sales Force Compensation: Research Insights and Research Potential Anne T. Coughlan and Kissan Joseph 27. Sales Force Performance: A Typology and Future Research Priorities Michael Ahearne and Son K. Lam 28. Building a Winning Sales Force in B2B Markets: A Managerial Perspective Andris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer 29. The Impact of the Internet on B2B Sales Force Size and Structure Murali K. Mantrala and Sonke Albers PART VI: TECHNOLOGY AND B2B MARKETING 30. Toward a Theory of Technology Marketing: Review and Suggestions for Future Research Jakki J. Mohr, Sanjit Sengupta and Stanley Slater 31. Key Questions on Innovation in the B2B Context Gerard J. Tellis, Rajesh K. Chandy and Jaideep C. Prabhu 32. The Stage-Gate(R) System for Product Innovation in B2B Firms Robert G. Cooper 33. Business-to-Business (B2B) E-Commerce Venkatesh Shankar 34. Designing B2B Markets Ernan Haruvy and Sandy Jap PART 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 Arch G. Woodside and Roger Baxter 37. Survey Research in B2B Marketing: Current Challenges and Emerging Opportunities Aric Rindfleisch and Kersi D. Antia 38. Marketing Metrics in B2B Firms Raji Srinivasan Index
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