Business-to-business marketing management strategies, cases, and solutions

This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implem...

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Bibliographic Details
Other Authors Glynn, Mark S., Woodside, Arch G.
Format eBook
LanguageEnglish
Published Bingley, U.K. : Emerald, 2012.
SeriesAdvances in business marketing & purchasing ; v. 18.
Subjects
Marketing > Management.
elektronické knihy
electronic books
Online AccessPlný text

Cover

Table of Contents:
  • Preface / Mark S. Glynn, Arch G. Woodside
  • ch. 1. Introduction to business-to-business marketing management : strategies, cases, and solutions / Mark S. Glynn, Arch G. Woodside
  • ch. 2. A note on knowledge development in marketing / Amjad Hajikhani, Peter LaPlaca
  • ch. 3. The organizational buying center as a framework for emergent topics in business-to-business marketing / Jennifer D. Chandler, Wes Johnston
  • ch. 4. Monitoring segmented markets : relational and transactional perspectives / Ann H. Clarke, Per V. Freytag
  • ch. 5. Availability of resources through buyer-seller relationships / Roger Baxter
  • ch. 6. Multistage marketing / Michael Kleinaltenkamp, Michael Rudolph, Matthias Classen
  • ch. 7. Interaction : coherence to a future / Christopher J. Medlin, Michael Saren
  • ch. 8. Switching costs : a key to understanding and managing business consulting relationship longevity / Melvin Prince, Robert F. Everett
  • ch. 9. Emerging transformations in the business-to-business global salesforce / Arun Sharma
  • ch. 10. Analyzing the B2B brand value chain / Mark S. Glynn
  • ch. 11. what's a business-to-business company? : b2b knowledge of future business leaders / Waldemar Pfoertsch, Hendrik Scheel
  • ch. 12. Economic value, frames of reference, and the impact of framed positioning strategies in business-to-business markets / Gerald E. Smith
  • ch. 13. Implemented strategies in business-to-business contexts / Arch G. Woodside, Hugh M. Pattinson, David B. Montgomery.

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