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Full Description
The Sage Handbook of Industrial Marketing addresses the dynamic and complex landscape of industrial marketing, emphasizing the unique challenges and opportunities within business-to-business transactions. In an era marked by technological advancements and globalization, this handbook offers a comprehensive resource that defines the industrial marketing field, captures its historical foundations, and charts a course for its future. It aims to be a benchmark, offering both retrospective and prospective international perspectives to frame, assess, and synthesize the current state of industrial marketing.
Emphasizing the industrial context, the handbook defines the boundaries of industrial marketing, differentiating it from consumer-focused approaches. It explores the distinctive characteristics of business-to-business products and services within industrial markets, acknowledging the specialized nature of these transactions.
The edited collection aims for a holistic view of industrial marketing, encompassing organizational aspects, customer behavior, market research, customer value proposition, market segmentation, product innovation, product management, marketing communications, channels of distribution, and emerging industrial trends. This breadth ensures that readers gain a deep understanding of the multifaceted nature of industrial marketing.
Recognizing the global nature of industrial markets, the handbook brings together leading scholars from around the world. This inclusivity ensures diverse perspectives, addressing global variations and challenges inherent in industrial marketing practices.
The handbook is thematically organized into sections, each dedicated to a crucial aspect of industrial marketing. This structure allows for an in-depth exploration of specific topics, ensuring a nuanced examination of both traditional and contemporary industrial marketing issues. A dedicated section explores emerging industrial trends, ensuring the collection remains relevant in the face of evolving technologies and market dynamics specific to the industrial context.
The Sage Handbook of Industrial Marketing is an essential resource for scholars, practitioners, and students seeking to navigate the complexities of industrial marketing and leverage opportunities within business-to-business transactions.
Part 1: Field of Business-to-Business Marketing
Part 2: Business-to-Business Organizations
Part 3: Business-to-Business Customer Behavior
Part 4: Business-to-Business Market Research
Part 5: Business Customer Value Proposition
Part 6: Market Segmentation and Positioning
Part 7: Product Innovation
Part 8: Product Management
Part 9: Marketing Communications
Part 10: Channels of Distribution
Part 11: New Trends
Contents
Part 1: Field of Business-to-Business Marketing
Chapter 1: C2B2B: The Interplay of Consumer and Business Markets and the Rise of Marketing System - Michael Ehret
Chapter 2: Characteristics of Business-to-Business (B2B) Products and Services (including High Tech) - Thomas Fotiadis, Konstantinos Rotsios, and Dimitris Folinas
Chapter 3: Being a Business-to-Business (B2B) Marketer and what 'Rules' an Exchange - Pete Naudé and Katayoun Zafari
Part 2: Business-to-Business Organizations
Chapter 4: Sales and Sales Management for a Changing Digital World - Tobias Schäfers, Michel van der Borgh, and Deva Rangarajan
Chapter 5: Managing International Products and Services in International Business-to-Business (B2B) Setting - Antonija Kvasina Kovacevic and Dario Miocevic
Chapter 6: Customer Success Management - Michael Kleinaltenkamp, Katharina Prohl-Schwenke, and Laura Elgeti
Part 3: Business-to-Business Customer Behavior
Chapter 7: The Business-to-Business Buying Process: Models of Buyer Behavior - Pete Naudé and Katayoun Zafari
Chapter 8: The Transformation of Organizational Buying: From Centers to Systems - Michael Ehret and Rotimi Olaniyan
Chapter 9: Customer Experiences and Customer Journeys in Business-to-Business (B2B) Contexts - Harald Brege, Lisa Lundin, and Daniel Kindström
Chapter 10: Business-to-Business Experience Reengineering through Big Data: Optimizing Interactions and Digital Strategies - Dimitrios P. Reklitis, Thomas Fotiadis, Damianos P. Sakas, Artemis G. Andreou, and Alkistis E. Papadopoulou
Part 4: Business-to-Business Market Research
Chapter 11: Digital transformation in Business-to-Business (B2B) Marketing - Vasiliki Balaska, Ioannis Kansizoglou, Konstantinos A. Tsintotas, and Antonios Gasterators
Chapter 12: Business-to-Business (B2B) Market Research - Aikaterini Vassilikopoulou and Thomas Fotiadis
Part 5: Business Customer Value Proposition
Chapter 13: Fairness and Unfairness in Business Relationships: The Concepts, Its Dimensions, and Performance Outcomes - Tobias Grossmann, Michael Kleinaltenkamp, and Andreas Eggert
Chapter 14: Life-Cycle Costing and Customer Value Analysis: Strategic Tools for Industrial Marketing - Maja Arslanagic-Kalajdzic
Chapter 15: Just-in-Time and Other Inventory Strategies - Dimitris Folinas, Dimitris Aidonis, Naoum Tsolakis, and Thomas Fotiadis
Part 6: Market Segmentation and Positioning
Chapter 16: Business-to-Business (B2B) Marketing Strategic Planning: Aligning Corporate Strategy and Business-to-Business Marketing - Christina Öberg
Chapter 17: Business-to-Business (B2B) Market Segmentation: A Strategic Integrative View on Decisions in the Segmentation Process - Ann Højbjerg Clarke and Per Vagn Freytag
Chapter 18: Business-to-Business (B2B) Target Market Selection - Judy Zolkiewski, Jamie Burton, and Vicky M. Story
Part 7: Product Innovation
Chapter 19: Cross-functional and Strategic Issues in Business-to-Business (B2B) Product Development - Babu L. John-Mariadoss and C. Anthony Di Benedetto
Chapter 20: An Overview of Stage-Gate® New Product Development Processes - Jeffrey B. Schmidt, Kumar Sarangee, and C. Anthony Di Benedetto
Chapter 21: Agile Product Development - Kumar Sarangee, Jeffrey B. Schmidt, and C. Anthony Di Benedetto
Chapter 22: Business-to-Business (B2B) Product Innovation - Konstantinos Z. Vasileiou
Chapter 23: Contextualizing Open Innovation and Coopetition in Business-to-Business Model Innovation: A Narrative Review - Steven Pattinson, David M. Brown, and Nicole El Maalouf
Part 8: Product Management
Chapter 24: Risky Business: A Business-to-Business (B2B) Brand Management Review and Research Agenda - Brian P. Brown, Susan M. Mudambi, and Kunal Swani
Chapter 25: Packaging from the Standpoint of Marketing and Supply Chain Management - Aggeliki Konstantoglou, Dimitris Folinas, Thomas Fotiadis, and Konstantinos Rotsios
Part 9: Marketing Communications
Chapter 26: Advertising in Business Markets - Miriam Guenther and Peter Guenther
Chapter 27: Business-to-Business Advertising - Kostoula Margariti, Leonidas Hatzithomas, and Christina Boutsouki
Chapter 28: Implementation of Customer Success Management through Modularization - Grgo Vukovic, Markus-Florian Seidel, and Selma Kadic-Maglajlic
Chapter 29: Business-to-business (B2B) Marketing: An Integrative Review of Four Conceptual Archetypes - Josefin Wiik
Part 10: Channels of Distribution
Chapter 30: Business-to-Business Distributors - Catherine Pardo and Sophie Michel
Chapter 31: Digitalization and AI in Business-to-Business (B2B) Supply Chain Context - Elviira Saarelma, Tommi Mahlamäki, and Aki Jääskeläinen
Chapter 32: Exploring the Intellectual Foundations of Business-to-Business (B2) Marketing Channel Strategy and the Role of B2B Channel Members - Herbert Kotzab
Chapter 33: Distribution networks within the digital realm - Dimitris Folinas, Rachel Argyropoulou, and Maria ARgyropoulou
Part 11: New Trends
Chapter 34: The Internet of Things: Reshaping Business-to-Business Marketing Relationships - Christine Falkenreck and Ralf Wagner
Chapter 35: Digital Marketing Methods in Blockchain Applications: A Systematic Review - Nikolaos T. Giannakopoulos, Damianos P. Sakas, Thomas Fotiadis, Alkistis E. Papadopoulou, and Artemis G. Andreou
Chapter 36: AI and Business-to-Business Marketing - Paul Smith
Chapter 37: Branding the Nation? Sustainability in Global Value Chains - Peter Lund-Thomsen
