Business-to-Business Marketing Management: Strategies, Cases and Solutions

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Mark S. Glynn, Arch G. Woodside
Emerald Group Publishing, 2012 M04 4 - 360 páginas
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This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and how should the B2B go about acquiring these skills?
 

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Contenido

STRATEGIES CASES AND SOLUTIONS
1
CHAPTER 2 A NOTE ON KNOWLEDGE DEVELOPMENT IN MARKETING
11
CHAPTER 3 THE ORGANIZATIONAL BUYING CENTER AS A FRAMEWORK FOR EMERGENT TOPICS IN BUSINESSTOBUSINESS MARKE...
41
RELATIONAL AND TRANSACTIONAL PERSPECTIVES
89
CHAPTER 5 AVAILABILITY OF RESOURCES THROUGH BUYERSELLER RELATIONSHIPS
119
CHAPTER 6 MULTISTAGE MARKETING
141
COHERENCE TO A FUTURE
175
A KEY TO UNDERSTANDING AND MANAGING BUSINESS CONSULTING RELATIONSHIP LONGEVITY
193
CHAPTER 9 EMERGING TRANSFORMATIONS IN THE BUSINESSTOBUSINESS GLOBAL SALESFORCE
219
CHAPTER 10 ANALYZING THE B2B BRAND VALUE CHAIN
245
CHAPTER 11 WHATS A BUSINESSTOBUSINESS COMPANY? B2B KNOWLEDGE OF FUTURE BUSINESS LEADERS
263
CHAPTER 12 ECONOMIC VALUE FRAMES OF REFERENCE AND THE IMPACT OF FRAMED POSITIONING STRATEGIES IN BUSINESSTO...
283
CHAPTER 13 IMPLEMENTED STRATEGIES IN BUSINESSTOBUSINESS CONTEXTS
323
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