Handbook of Business-to-Business Marketing


Handbook of Business-to-Business Marketing

2nd edition

9781803923611 Edward Elgar Publishing
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
Publication Date: 2023 ISBN: 978 1 80392 361 1 Extent: 712 pp
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 business-to-business practitioners who want to be aware of the current state of knowledge in their domains.

Copyright & permissions

Recommend to librarian

Your Details

Privacy Policy

Librarian Details

Download leaflet

Print page

More Information
Critical Acclaim
More Information
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.
Critical Acclaim
‘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
Contributors: Michael Ahearne, Molly Ahearne, Sönke Albers, Ankit Anand, Ranjan Banerjee, Joshua T. Beck, Mark Bergen, Torsten Bornemann, Douglas Bowman, Steven P. Brown, Frank V. Cespedes, Jennifer D. Chandler, Rajesh K. Chandy, Natalie Chisam, Robert G. Cooper, George S. Day, Andrew Donsbach, Shantanu Dutta, Michael Ehret, Liam Fahey, Hui Feng, Øystein D. Fjeldstad, Mrinal Ghosh, Srinath Gopalakrishna, Rajdeep Grewal, Abbie Griffin, Mahima Hada, Ernan Haruvy, Tushmit M. Hasan, Dominik Hettich, Sandy D. Jap, Erich Joachimsthaler, George John, Wesley J. Johnston, Kevin Lane Keller, Philip Kotler, V. Kumar, Son K. Lam, G.L. Lilien, Sally E. Lorimer, Murali K. Mantrala, Detelina Marinova, Neil A. Morgan, Anne Olderog, Ralph A. Oliva, Robert W. Palmatier, J.A. Petersen, Jaideep C. Prabhu, Sourav Ray, Werner Reinartz, Alberto Sa Vinhas, Alok R. Saboo, Iman Sadeghi, Lisa K. Scheer, Venkatesh Shankar, Jagdip Singh, Prabhakant Sinha, Rebecca J. Slotegraaf, Raji Srinivasan, Gerard J. Tellis, Robert J. Thomas, Christophe Van den Bulte, Rajan Varadarajan, Sriram Venkataraman, Rajkumar Venkatesan, Kenneth H. Wathne, S. Wuyts, Andris A. Zoltners

Preface and acknowledgements for the second edition xix

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

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

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

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

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

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
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

eBook for individuals
978 1 80037 687 8
From $62.36
Click here for options
eBook for library purchase
978 1 80037 687 8
View sample chapter and check access on:
eBook options

Available for individuals to buy from these websites

Or recommend to your institution to acquire on Elgaronline
  • Buy as part of an eBook subject collection - flexible options available
  • Downloading and printing allowed
  • No limits on concurrent user access, ideal for course use
My Cart