1st Edition
Fundamentals of Business Marketing Research
312 Pages
by
Routledge
312 Pages
by
Routledge
312 Pages
by
Routledge
Also available as eBook on:
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... Read more
- 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
