اصول تحقیقات بازاریابی کسب‌وکار (سری بنیادین در بازاریابی کسب‌وکار)

Get a thorough review of vital research issues! Fundamentals of Business Marketing Research examines recent industrial/business research, evaluates its current effectiveness, and offers suggestions for future use. This unique book includes and is based on “Business Marketing: A Twenty Year Review,” a thorough study of industrial/business research from 1978-1997 with critical commentary from a distinguished panel of business academics and the response of the study's authors. The combination of critiques, insights, and viewpoints will challenge you to think beyond the traditional role of B2B marketing into a future that's anything but business as usual. Through an unusual format that gives you access to critical academic analysis, Fundamentals of Business Marketing Research presents a comprehensive review of vital research areas, including marketing to businesses/institutions/governments; buyer-seller relationships; computer use for business marketing; industrial segmentation; channel management and development; physical distribution; advertising; and public relations. The book’s give-and-take is equally focused on areas that have traditionally received a larger share of the research effort (organizational buyer behavior, business marketing strategy and planning, industrial selling and sales management) and those that have taken a back seat in terms of research attention (computers and ethical business marketing). The original study, its criticisms, and the authors’ subsequent assessment spotlight major themes, individual contributions, and future trends in major topic areas, including: business marketing strategy organizational buying behavior and purchasing management business marketing research methodology products/services pricing management issues distribution/logistics and supply chain management promotion Fundamentals of Business Marketing Research is equally effective as a practical guide for professionals and researchers, and as an academic text for doctoral studies. Publisher Provided Annotation This unique book examines recent industrial/business research, evaluates its current effectiveness, and offers suggestions for future use. It includes and is based on "Business Marketing: A Twenty Year Review," a thorough study of industrial/business research from 1978-1997 with critical commentary from a distinguished panel of business academics and the response of the study's authors. The combination of critiques, insights, and viewpoints will challenge you to think beyond the traditional role of B2B marketing into a future that's anything but business as usual. Through an unusual format designed to provide access to critical academic analysis, this book presents a comprehensive review of vital research areas, including marketing to businesses/institutions/governments; buyer-seller relationships; computer use for business marketing; industrial segmentation; channel management and development; physical distribution; advertising; and public relations. The book's give-and-take is equally focused on areas that have traditionally received a larger share of the research effort (organizational buyer behavior, business marketing strategy and planning, industrial selling and sales management) and those that have taken a back seat in terms of research attention (computers and ethical business marketing). The original study, its criticisms, and the authors' subsequent assessment spotlight major themes, individual contributions, and future trends in major topic areas, including business marketing strategy; organizational buying behavior and purchasing management; business marketing research methodology; products/services; pricing management issues; distribution/logistics and supply chain management; and promotion In Fundamentals Of Business Marketing Research, You'll Find A Comprehensive Review Of Vital Research Areas, Including Marketing To Businesses, Institutions, And Governments; Buyer-seller Relationships; Computer Use For Business Marketing; Industrial Segmentation; Channel Management And Development; Physical Distribution; Advertising; And Public Relations. The Original Study, Its Criticisms, And The Authors' Subsequent Assessment Spotlight Major Themes, Individual Contributions, And Future Trends In Major Topic Areas, Including Business Marketing Strategy, Organizational Buying Behavior And Purchasing Management, Business Marketing Sciences, Products/services, Pricing Issues, Distribution/logistics, And Promotion.--jacket. Business Marketing Comes Of Age: A Comprehensive Review Of The Literature / David A Reid, Richard E. Plank -- C Commentary On Business Marketing: A Twenty-year Review And An Invitation For Continued Dialogue / Robert E. Spekman -- Commentary: Thoughts On The Future Of Business Marketing / David T. Wilson -- Sensemaking About Business-to-business Strategies And Relationships: A Commentary On Reid And Plank's Review / Arch G. Woodside -- Reply To The Commentaries: Business Marketing Comes Of Age / David A. Reid, Richard E. Plank. [edited By] David A. Reid, Richard E. Plank. This Book Is A Compilation Of Articles That Appeared Previously In The Journal Of Business-to-business Marketing, 7 (2-3) (2000): 2-185; 7 (4) (2000): 3-5, 11-67; And 9 (4) (2000): 123-126--t.p. Verso. Includes Bibliographical References And Index. Pre-publication REVIEWS, COMMENTARIES, EVALUATIONS . . .......Page 2 BEST BUSINESS BOOKS......Page 5 Copyright & Publication Information......Page 7 Table of Contents......Page 8 ABOUT THE AUTHORS......Page 12 CONTRIBUTORS......Page 14 Series Preface......Page 16 Introduction......Page 18 Business Marketing Comes of Age: A Comprehensive Review of the Literature......Page 27 A Commentary on Business Marketing: A Twenty-Year Review and an Invitationm for Continued Dialogue......Page 229 Commentary: Thoughts on the Future of Business Marketing......Page 255 Sensemaking About Business-to-Business Strategies and Relationships: A Commentary on Reid and Plank’s Review......Page 269 Reply to the Commentaries: Business Marketing Comes of Age......Page 279 Book Review: Cabell’s Directory of Publishing Opportunities in Marketing......Page 295 Index......Page 299 "This book is a compilation of articles that appeared previously in the Journal of business-to-business marketing, 7 (2-3) (2000): 2-185; 7(4) (2000): 3-5, 11-67; and 9 (4) (2000): 123-126" T.p.verso."