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Full Description
Get a thorough review of vital research issues!
Fundamentals of Business Marketing Research examines recent industrial/business research, evaluates its current effectiveness, and offers suggestions for future use. This unique book includes and is based on Business Marketing: A Twenty Year Review, a thorough study of industrial/business research from 1978-1997 with critical commentary from a distinguished panel of business academics and the response of the study's authors. The combination of critiques, insights, and viewpoints will challenge you to think beyond the traditional role of B2B marketing into a future that's anything but business as usual.
Through an unusual format that gives you access to critical academic analysis, Fundamentals of Business Marketing Research presents a comprehensive review of vital research areas, including marketing to businesses/institutions/governments; buyer-seller relationships; computer use for business marketing; industrial segmentation; channel management and development; physical distribution; advertising; and public relations. The book's give-and-take is equally focused on areas that have traditionally received a larger share of the research effort (organizational buyer behavior, business marketing strategy and planning, industrial selling and sales management) and those that have taken a back seat in terms of research attention (computers and ethical business marketing).
The original study, its criticisms, and the authors' subsequent assessment spotlight major themes, individual contributions, and future trends in major topic areas, including:
business marketing strategy
organizational buying behavior and purchasing management
business marketing research methodology
products/services
pricing management issues
distribution/logistics and supply chain management
promotion
Fundamentals of Business Marketing Research is equally effective as a practical guide for professionals and researchers, and as an academic text for doctoral studies.
Contents
About the Authors
Contributors
Series Preface
Introduction (J. David Lichtenthal)
Executive Summary
Some Suggestions on How to Most Effectively Read and Use this Comprehensive Literature Review
An Overview of the Commentaries and Reply
Business Marketing Comes of Age: A Comprehensive Review of the Literature
Introduction and Methodology
Analysis of the Database
Marketing Strategy
Business Market Planning and Strategy
International Business Marketing
Marketing to the Government
Marketing and Other Functions
Ethics
Miscellaneous
Organizational Buying
Purchasing Management
Organizational Buying Behavior
Buyer-Seller Relationships
Summary of Organizational Buying Research
Marketing Sciences
Market Research
Forecasting
Market Segmentation
Computers and Decision Support
Summary of Marketing Sciences Research
Product
New Product Development and Diffusion
Product Management
Services
Summary of Product/Services Research
Pricing
Empirical Studies
Normative Studies
Summary of Pricing Research
Distribution
Channel Management
Logistics and Physical Distribution
Summary of Distribution Research
Marketing Communications
Advertising
Sales Promotion
Public Relations
General Promotion
Personal Selling
Sales Training
Sales Motivation and Rewards
General Sales Management
Summary of Marketing Communications Research
Summary
Research Issues
Marketing Planning and Strategy
Organizational Buying and Purchasing Research
Marketing Sciences
Product/Services
Pricing
Channels and Logistics
Promotion
Limitations
Conclusions
A Commentary on Business Marketing: A Twenty-Year Review and an Invitation for Continued Dialogue
Introduction and the Call for Debate
A Critique of the Process: The View from 30,000 FeetData, Information, and Knowledge
Simple Pictures Are Best
Implications and Lessons Learned
What the Future Holds
The New Competition
Networks of Cooperating Firms
Networks Breed Boundaryless Organizations
What Boundarylessness Means
Enterprise-Wide Thinking
Areas of Research for the Future
Refining and Revalidating Questions from the Past Twenty Years
Questions for the New Millennium
Concluding Remarks
Commentary: Thoughts on the Future of Business Marketing
Introduction: The Past
The Present
Transitions
The Future
Sensemaking About Business-to-Business Strategies and Relationships: A Commentary on Reid and Plank's Review
The Main Contributions of Reid and Plank's Review
Why Process Research?
Coverage of Key Findings
Theoretical Propositions on Relationships and Strategies
Integrative Research: A Valuable Recommendation
Reply to the Commentaries: Business Marketing Comes of Age
Reply to Professor Woodside's Comments
Reply to Professor Spekman's Comments
Reply to Professor Wilson's Comments
Business Marketing in the Future
Value
Relationships
Technology and the Information Superhighway
Implications for Research
Concluding Remarks
Book Review: Cabell's Directory of Publishing Opportunities in Marketing
Index
Reference Notes Included
