Table of Contents

Contents:

Preface and acknowledgements for the second edition xix

PART I INTRODUCTION AND OVERVIEW
1 Business-to-business marketing: looking back, looking forward 2
Rajdeep Grewal, Gary L. Lilien, J. Andrew Petersen, and Stefan Wuyts

PART II PERSPECTIVES IN B2B RESEARCH
2 A high-level overview: a value-based perspective on the practice of
business-to-business (B2B) marketing 13
Ralph A. Oliva
3 Agency theory and B2B marketing: review and future directions 39
Iman Sadeghi, Ranjan Banerjee, Sourav Ray, Mark Bergen, and Shantanu Dutta
4 Porter meets Williamson in 2021: governance value analysis and its
implications in a world of digital technologies 56
Mrinal Ghosh and George John
5 Control and coordination in B2B networks 75
Stefan Wuyts and Christophe Van den Bulte
6 Marketing capabilities for B2B firms 96
Neil A. Morgan, Rebecca J. Slotegraaf, and Hui Feng
7 Coordinating Marketing and Sales in B2B organizations 117
Frank V. Cespedes
8 Competitor intelligence: enabling B2B marketing strategy 138
Liam Fahey
9 Preparing marketing for greater turbulence 159
George S. Day
10 Business models and B2B governance research 174
Øystein D. Fjeldstad and Kenneth H. Wathne

PART III B2B MARKETING MIX AND STRATEGY
11 Business-to-business market segmentation 185
Robert J. Thomas
12 Branding in B2B firms 205
Kevin Lane Keller and Philip Kotler
13 Branding and digital business models 225
Erich Joachimsthaler and Anne Olderog
14 Trade shows in the business marketing communications mix 247
Srinath Gopalakrishna, Gary L. Lilien, and Andrew Donsbach
15 B2B data-driven and value-based pricing strategies, price setting, and
price execution 266
Sriram Venkataraman and J. Andrew Petersen

PART IV INTERFIRM RELATIONSHIPS IN B2B MARKETS
16 Evolution of the buyer‒supplier relationship value chain in business markets 293
Douglas Bowman and Alberto Sa Vinhas
17 Relationship marketing 315
Natalie Chisam, Joshua T. Beck, and Robert W. Palmatier
18 Customer relationship management in business markets 335
Rajkumar Venkatesan, V. Kumar, and Werner Reinartz
19 The complexity of trust in business-to-business relationships 359
Lisa K. Scheer
20 The organizational buying center (OBC): managing complexity for
co-creation opportunities 377
Wesley J. Johnston, Jennifer D. Chandler, and Michael Ehret
21 Business-to-business relationship foundations of outsourcing: evolution
and outlook 393
Wesley J. Johnston, Jennifer D. Chandler, and Michael Ehret

PART V PERSONAL SELLING AND SALES MANAGEMENT
22 Myth and reality: boundary spanning work in B2B front lines 409
Jagdip Singh, Detelina Marinova, and Steven P. Brown
23 Key account management 435
Torsten Bornemann and Dominik Hettich
24 Sales force performance: a typology and future research priorities 451
Son K. Lam, Molly Ahearne, and Michael Ahearne
25 Building a winning sales force in B2B markets: a managerial perspective 473
Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer
26 The impact of the Internet on B2B sales force size and structure 493
Murali K. Mantrala and Sönke Albers

PART VI INNOVATION AND TECHNOLOGY
27 Key questions on innovation in the B2B context 516
Gerard J. Tellis, Rajesh K. Chandy, and Jaideep C. Prabhu
28 The Stage-Gate® system for product innovation in B2B firms 533
Robert G. Cooper
29 Business-to-business (B2B) e-commerce 562
Venkatesh Shankar
30 Auctions and the design of B2B markets 579
Ernan Haruvy and Sandy D. Jap
PART VII METHODOLOGICAL ISSUES
31 Qualitative research methods for investigating business-to-business
marketing questions 597
Abbie Griffin
32 Marketing metrics for B2B firms 617
Raji Srinivasan and Tushmit M. Hasan
33 Establishing causality in B2B research with a behavioral experimental
approach 638
Mahima Hada
34 Empirical approaches for addressing endogeneity in B2B research 655
Alok R. Saboo and Ankit Anand

Index

About the Author

Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, J. Andrew Petersen, Associate Professor of Marketing and Stefan Wuyts, Professor of Marketing, The Pennsylvania State University, US

Reviews

‘This Handbook is essential reading for any scholar or manager who is a serious student of B2B marketing – comprehensive, authoritative, and well structured. It is destined to be a classic.’
*Bernard Jaworski, Claremont Graduate University, US*

‘A comprehensive and insightful resource on business-to-business marketing from a galaxy of academic stars! This Handbook will illuminate the path for business marketers for many years to come.’
*Mohanbir Sawhney, Northwestern University, US*