ISBM Handbook of Business to Business Marketing

About the Handbook

The ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal, is the definitive work on what we have discovered about B2B marketing that can be used both to inform practice and to determine the most critical research issues that the field currently faces. Each chapter (Titles and Abstracts below) is written by an expert or experts in the domain and provides (1) perspectives of the problem area both from an academic and a managerial perspective (state of theory and state of practice) (2) a concise state-of-the-art review summarizing what we know about the area, (c) managerial implications and (4) a research agenda for the domain.

The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and Amazon.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of a specific chapter, please contact the author or authors directly through their emails included below.

Contents - B2B Handbook

Part 1:  Introduction and Overview

• Business-to-Business Marketing: Looking Back, Looking Forward
  Rajdeep Grewal (rgrewal@psu.edu) and Gary L. Lilien (GLilien@psu.edu)

Part 2:  Perspectives in B2B Research

• A High-Level Overview: A Value Perspective on the Practice of Business-to-Business Marketing
  Ralph Oliva (Roliva@psu.edu)
• Applications of Agency Theory in B2B Marketing: Review and Future Directions
  Ranjan Banerjee (baner036@umn.edu), Mark Bergen (berge039@umn.edu), Shantanu Dutta (sdutta@marshall.usc.edu) and Souray Ray (sray@mcmaster.ca)
• Progress and Prospects for Governance Value Analysis in Marketing: When Porter Meets Williamson
  Mrinal Ghosh (mghoshmktg@gmail.com) and George John (johnx001@umn.edu)
• Network Governance
  Stefan Wuyts (S.H.K.Wuyts@uvt.nl) and Christophe Van den Bulte (vdbulte@wharton.upenn.edu)
• Marketing Capabilities for B2B Firms
  Neil A. Morgan (namorgan@indiana.edu) and Rebecca J. Slotegraaf (rslotegr@indiana.edu)
• Gaining Competitive Advantage with Service-Dominant Logic
  Robert F. Lusch (rlusch@eller.arizona.edu) and Stephen L. Vargo (svargo@hawaii.edu)
• Coordinating Marketing and Sales in B2B Organizations
  Frank Cespedes (fcespedes@hbs.edu)
• Competitor Intelligence:  Enabling B2B Marketing Strategy
  Liam Fahey (liam.fahey@leadershipforuminc.com)

Part 3:  B2B Marketing Mix and Strategy

• B2B Marketing Communication in a Transformational Marketplace
  Don E. Schultz (dschultz@northwestern.edu)
• Business-to-Business Market Segmentation
  Robert J. Thomas (thomasr@georgetown.edu)
• Branding in B2B Firms
  Kevin Lane Keller (kevin.l.keller@tuck.dartmouth.edu) and Philip Kotler (p-kotler@kellogg.northwestern.edu)
• Trade Shows in the Business Marketing Communications Mix
  Srinath Gopalakrishna (srinath@missouri.edu) and Gary L. Lilien (GLilien@psu.edu)
• Value-Based Pricing: A State-of-the-Art Review
  George E. Cressman Jr. (George.Cressman@WorldClassPricing.net)

Part 4:  Interfirm Relationships in B2B Markets

• Evolution of Buyer–Seller Relationships
  Douglas Bowman (Doug_Bowman@bus.emory.edu)
• Relationship Marketing
  Robert W. Palmatier (palmatrw@uw.edu) and Joshua T. Beck (jtbeck@u.washington.edu)
• Customer Relationship Management in Business Markets
  Rajkumar Venkatesan (venkatesanr@darden.virginia.edu), V. Kumar (dr_vk@hotmail.com) and Werner Reinartz (werner.reinartz@uni-koeln.de)
• Trust, Distrust and Confidence in B2B Relationships
  Lisa K. Scheer (Scheer@missouri.edu)
• Strategic Alliances in a Business-to-Business Environment
  Robert E. Spekman (spekmanr@virginia.edu)
• Learning in Coopetitive Relationships
  Shankar Ganesan (sganesan@eller.arizona.edu) and Hillbun (Dixon) Ho (dixonho@ntu.edu.sg)
• The Organizational Buying Center: Innovation, Knowledge Management and Brand
  Wesley J. Johnston (wesleyj@gsu.edu) and Jennifer D. Chandler (jechandler@Exchange.fullerton.edu)
• B2B Relationship Underpinnings of Outsourcing
  Rajan Varadarajan (RVaradarajan@mays.tamu.edu)

Part 5:  Personal Selling and Sales Management

• Salesperson Effectiveness: A Behavioral Perspective
  Kevin Bradford (kbradfor@nd.edu) and Barton A. Weitz (bart.weitz@warrington.ufl.edu)
• Boundary Work and Customer Connectivity in B2B Front Lines
  Jagdip Singh (jagdip.singh@case.edu), Detelina Marinova (marinovad@missouri.edu) and Steven Brown (spbrown@uh.edu)
• Key Account Management
  Christian Homburg (homburg@bwl.uni-mannheim.de) and Torsten Bornemann (tbornemann@bwl.uni-mannheim.de)
• Sales Force Compensation: Research Insights and Research Potential
  Anne T. Coughlan (A-COUGHLAN@KELLOGG.NORTHWESTERN.EDU) and Kissan Joseph (kjoseph@ku.edu)
• Sales Force Performance: A Typology and Future Research Priorities
  Michael Ahearne (mahearne@uh.edu) and Son K. Lam (sonlam@terry.uga.edu)
• Building a Winning Sales Force in B2B Markets: A Managerial Perspective
  Andris A. Zoltners (andy.zoltners@zsassociates.com), Prabhakant Sinha (psinha@zsassociates.com) and Sally E. Lorimer (slorimer@comcast.net)
• The Impact of the Internet on B2B Sales Force Size and Structure
  Murali K. Mantrala (mantralam@missouri.edu) and Sönke Albers (sonke.albers@the-klu.org)

Part 6:  Technology and B2B Marketing

• Toward a Theory of Technology Marketing: Review and Suggestions For Future Research
  Jakki J. Mohr (jakki.mohr@business.umt.edu), Sanjit Sengupta (sengupta@sfsu.edu) and Stanley Slater (stan.slater@business.colostate.edu)
• Key Questions on Innovation in the B2B Context
  Gerard J. Tellis (tellis@usc.edu), Rajesh K. Chandy (rchandy@london.edu) and Jaideep C. Prabhu (jcp31@cam.ac.uk)
• The Stage-Gate® System for Product Innovation in B2B Firms
  Robert G. Cooper (robertcooper@cogeco.ca)
• Business-to-Business (B2B) E-Commerce
  Venkatesh Shankar (Vshankar@mays.tamu.edu)
• Designing B2B Markets
  Ernan Haruvy (eharuvy@utdallas.edu) and Sandy Jap (sjap@emory.edu)

Part 7:  Methodological Issues

• Qualitative Research Methods for Investigating Business-to-Business Marketing Questions
  Abbie Griffin (abbie.griffin@business.utah.edu)
• Case Study Research in Business-to-Business Contexts: Theory and Methods
  Arch G. Woodside (woodsiar@bc.edu) and Roger Baxter (roger.baxter@aut.ac.nz)
• Survey Research in B2B Marketing: Current Challenges and Emerging Opportunities
  Aric Rindfleisch (aric@bus.wisc.edu) and Kersi D. Antia (kantia@bus.wisc.edu)
• Marketing Metrics in B2B Firms
  Raji Srinivasan (Raji.Srinivasan@mccombs.utexas.edu)

Contact Information

Editor, Gary Lilien
Email: GLilien@psu.edu

Editor, Rajdeep Grewal
Email:  Rajdeep_Grewal@kenan-flagler.unc.edu