Handbook of Business-to-Business Marketing

Front Matter
Copyright
Contents
About the editors
Contributors
Preface and acknowledgements for the second edition
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-based perspective on the practice of business-to-business (B2B) marketing
3. Agency theory and B2B marketing: review and future directions
4. Porter meets Williamson in 2022: governance value analysis and its implications in a world of digital technologies
5. Control and coordination in B2B networks
6. Marketing capabilities for B2B firms
7. Coordinating Marketing and Sales in B2B organizations
8. Competitor intelligence: enabling B2B marketing strategy
9. Preparing marketing for greater turbulence
10. Business models and B2B governance research
Part III B2B MARKETING MIX AND STRATEGY
11. Business-to-business market segmentation
12. Branding in B2B firms
13. Branding and digital business models
14. Trade shows in the business marketing communications mix
15. B2B data-driven and value-based pricing strategies, price setting, and price execution
Part IV INTERFIRM RELATIONSHIPS IN B2B MARKETS
16. Evolution of the buyer‒supplier relationship value chain in business markets
17. Relationship marketing
18. Customer relationship management in business markets
19. The complexity of trust in business-to-business relationships
20. The organizational buying center (OBC): managing complexity for co-creation opportunities
21. Business-to-business relationship foundations of outsourcing: evolution and outlook
Part V PERSONAL SELLING AND SALES MANAGEMENT
22. Myth and reality: boundary spanning work in B2B frontlines
23. Key account management
24. Sales force performance: a typology and future research priorities
25. Building a winning sales force in B2B markets: a managerial perspective
26. The impact of the Internet on B2B sales force size and structure
Part VI INNOVATION AND TECHNOLOGY
27. Key questions on innovation in the B2B context
28. The Stage-Gate system for product innovation in B2B firms
29. Business-to-business (B2B) e-commerce
30. Auctions and the design of B2B markets
Part VII METHODOLOGICAL ISSUES
31. Qualitative research methods for investigating business-to-business marketing questions
32. Marketing metrics for B2B firms
33. Establishing causality in B2B research with a behavioral experimental approach
34. Empirical approaches for addressing endogeneity in B2B research
Index