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 commenta
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 commenta
Richard E. Plank, David A. Reid and J. David Lichtenthal
Inhaltsangabe
* 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
* 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
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