1st Edition
Fundamentals of Business Marketing Research
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
- 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 Feet—Data, 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
Biography
Richard E. Plank, David A. Reid and J. David Lichtenthal
