ISBM Handbook of Business to Business Marketing

About the Handbook

The ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal, is the definitive work on what we have discovered about B2B marketing that can be used both to inform practice and to determine the most critical research issues that the field currently faces. Each chapter is written by an expert or experts in the domain and provides

• perspectives of the problem area both from an academic and a managerial perspective (state of theory and state of practice);
• a concise state-of-the-art review summarizing what we know about the area;
• managerial implications; and
• a research agenda for the domain.

The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and Amazon.

If you are a registered user, you can also read the chapters on B2B Pulse.

Contents

Part 1:  Introduction and Overview

• Business-to-Business Marketing: Looking Back, Looking Forward, by Rajdeep Grewal and Gary L. Lilien

Part 2:  Perspectives in B2B Research

• A High-Level Overview: A Value Perspective on the Practice of Business-to-Business Marketing, by Ralph Oliva
• Applications of Agency Theory in B2B Marketing: Review and Future Directions, Ranjan Banerjee, Mark Bergen, Shantanu Dutta, and Souray Ray
• Progress and Prospects for Governance Value Analysis in Marketing: When Porter Meets Williamson, by Mrinal Ghosh and George John
• Network Governance, by Stefan Wuyts and Christophe Van den Bulte
• Marketing Capabilities for B2B Firms, by Neil A. Morgan and Rebecca J. Slotegraaf
• Gaining Competitive Advantage with Service-Dominant Logic, by Robert F. Lusch and Stephen L. Vargo
• Coordinating Marketing and Sales in B2B Organizations, by Frank Cespedes
• Competitor Intelligence:  Enabling B2B Marketing Strategy, by Liam Fahey

Part 3:  B2B Marketing Mix and Strategy

• B2B Marketing Communication in a Transformational Marketplace, by Don E. Schultz
• Business-to-Business Market Segmentation, by Robert J. Thomas
• Branding in B2B Firms, by Kevin Lane Keller and Philip Kotler
• Trade Shows in the Business Marketing Communications Mix, by Srinath Gopalakrishna and Gary L. Lilien
• Value-Based Pricing: A State-of-the-Art Review, by George E. Cressman Jr.

Part 4:  Interfirm Relationships in B2B Markets

• Evolution of Buyer–Seller Relationships, by Douglas Bowman
• Relationship Marketing, by Robert W. Palmatier  and Joshua T. Beck
• Customer Relationship Management in Business Markets, by Rajkumar Venkatesan, V. Kumar, and Werner Reinartz
• Trust, Distrust and Confidence in B2B Relationships, by Lisa K. Scheer
• Strategic Alliances in a Business-to-Business Environment, by Robert E. Spekman
• Learning in Coopetitive Relationships, by Shankar Ganesan and Hillbun (Dixon) Ho
• The Organizational Buying Center: Innovation, Knowledge Management and Brand, by Wesley J. Johnston and Jennifer D. Chandler
• B2B Relationship Underpinnings of Outsourcing, by Rajan Varadarajan

Part 5:  Personal Selling and Sales Management

• Salesperson Effectiveness: A Behavioral Perspective, by Kevin Bradford and Barton A. Weitz
• Boundary Work and Customer Connectivity in B2B Front Lines, by Jagdip Singh, Detelina Marinova, and Steven Brown
• Key Account Management, by Christian Homburg and Torsten Bornemann
• Sales Force Compensation: Research Insights and Research Potential, by Anne T. Coughlan and Kissan Joseph
• Sales Force Performance: A Typology and Future Research Priorities, by Michael Ahearne  and Son K. Lam
• Building a Winning Sales Force in B2B Markets: A Managerial Perspective, by Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer
• The Impact of the Internet on B2B Sales Force Size and Structure, by Murali K. Mantrala and Sönke Albers

Part 6:  Technology and B2B Marketing

• Toward a Theory of Technology Marketing: Review and Suggestions For Future Research, by Jakki J. Mohr, Sanjit Sengupta, and Stanley Slater
• Key Questions on Innovation in the B2B Context, by Gerard J. Tellis, Rajesh K. Chandy and Jaideep C. Prabhu
• The Stage-Gate® System for Product Innovation in B2B Firms, by Robert G. Cooper
• Business-to-Business (B2B) E-Commerce, by Venkatesh Shankar
• Designing B2B Markets, by Ernan Haruvy and Sandy Jap

Part 7:  Methodological Issues

• Qualitative Research Methods for Investigating Business-to-Business Marketing Questions, by Abbie Griffin
• Case Study Research in Business-to-Business Contexts: Theory and Methods, by Arch G. Woodside and Roger Baxter
• Survey Research in B2B Marketing: Current Challenges and Emerging Opportunities, by Aric Rindfleisch and Kersi D. Antia
• Marketing Metrics in B2B Firms, by Raji Srinivasan

Contact Information

Editor, Gary Lilien, GLilien@psu.edu

Editor, Rajdeep Grewal, Rajdeep_Grewal@kenan-flagler.unc.edu