Handbook of business-to-business marketing / edited by Gary L. Lilien, J. Andrew Petersen, Stefan Wuyts

This second edition of the Handbook of Business-to-Business Marketing provides an updated comprehensive state-of-the-art overview of business-to-business (B2B) marketing by leading academic scholars and practitioners in the field. Each of the 34 chapters is structured to provide perspectives of one B2B problem area both from an academic and a managerial perspective, a state-of-art review and summary, a research agenda for the domain, and implications for practitioners. Published in conjunction with Penn State's Institute for the Study of Business Markets, this extensive Handbook will expand research and teaching on business-to-business marketing and will improve the practice of B2B marketing for firms in the industry. It summarizes current knowledge about the realm of B2B marketing and addresses the most important unanswered questions there. This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking B2B practitioners who want to be aware of the current state of knowledge in their domains. 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 This second edition of the Handbook of Business-to-Business Marketing provides an updated comprehensive state-of-the-art overview of business-to-business (B2B) marketing by leading academic scholars and practitioners in the field. Each of the 34 chapters is structured to provide perspectives of one B2B problem area both from an academic and a managerial perspective, a state-of-art review and summary, a research agenda for the domain, and implications for practitioners. Published in conjunction with Penn State’s Institute for the Study of Business Markets, this extensive Handbook will expand research and teaching on B2B marketing and will improve the practice of B2B marketing for firms in the industry. It summarizes current knowledge about the realm of B2B marketing and addresses the most important unanswered questions there. This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the B2B marketing domain. It will also prove an invaluable resource for forward-thinking B2B practitioners who want to be aware of the current state of knowledge in their domains. This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations--from businesses to government agencies to not-for-profit organizations--and the many individuals within them.