Fundamentals of Business Marketing Research

by Plank; Richard E

• ISBN13: 9780789023124
• ISBN10: 0789023121
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 2003-12-18
• Publisher: Routledge

Summary

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.

Table of Contents

About the Authors	ix
Contributors	xi
Series Preface	xiii
Introduction	xv
J. David Lichtenthal
Executive Summary	xv
Some Suggestions on How to Most Effectively Read and Use This Comprehensive Literature Review	xviii
An Overview of the Commentaries and Reply	xix
Business Marketing Comes of Age: A Comprehensive Review of the Literature	1	(202)
David A. Reid
Richard E. Plank
Introduction and Methodology	1	(3)
Analysis of the Database	4	(7)
Marketing Strategy	11	(21)
Business Market Planning and Strategy	11	(5)
International Business Marketing	16	(7)
Marketing to the Government	23	(1)
Marketing and Other Functions	24	(4)
Ethics	28	(2)
Miscellaneous	30	(2)
Organizational Buying	32	(32)
Purchasing Management	33	(6)
Organizational Buying Behavior	39	(17)
Buyer-Seller Relationships	56	(7)
Summary of Organizational Buying Research	63	(1)
Marketing Sciences	64	(13)
Market Research	64	(5)
Forecasting	69	(2)
Market Segmentation	71	(3)
Computers and Decision Support	74	(2)
Summary of Marketing Sciences Research	76	(1)
Product	77	(15)
New Product Development and Diffusion	77	(8)
Product Management	85	(3)
Services	88	(3)
Summary of Product/Services Research	91	(1)
Pricing	92	(5)
Empirical Studies	93	(1)
Normative Studies	94	(1)
Summary of Pricing Research	95	(2)
Distribution	97	(8)
Channel Management	97	(5)
Logistics and Physical Distribution	102	(2)
Summary of Distribution Research	104	(1)
Marketing Communications	105	(27)
Advertising	105	(2)
Sales Promotion	107	(4)
Public Relations	111	(1)
General Promotion	112	(3)
Personal Selling	115	(7)
Sales Training	122	(2)
Sales Motivation and Rewards	124	(3)
General Sales Management	127	(5)
Summary of Marketing Communications Research	132	(1)
Summary	132	(71)
Research Issues	133	(3)
Marketing Planning and Strategy	136	(3)
Organizational Buying and Purchasing Research	139	(1)
Marketing Sciences	140	(3)
Product/Services	143	(1)
Pricing	144	(1)
Channels and Logistics	144	(1)
Promotion	145	(4)
Limitations	149	(1)
Conclusions	150	(53)
A Commentary on Business Marketing: A Twenty-Year Review and an Invitation for Continued Dialogue	203	(26)
Robert E. Spekman
Introduction and the Call for Debate	203	(3)
A Critique of the Process: The View from 30,000 Feet - Data, Information, and Knowledge	206	(6)
Simple Pictures Are Best	208	(2)
Implications and Lessons Learned	210	(1)
What the Future Holds	211	(1)
The New Competition	212	(8)
Networks of Cooperating Firms	212	(5)
Networks Breed Boundaryless Organizations	217	(1)
What Boundarylessness Means	218	(1)
Enterprise-Wide Thinking	219	(1)
Areas of Research for the Future	220	(5)
Refining and Revalidating Questions from the Past Twenty Years	220	(2)
Questions for the New Millennium	222	(3)
Concluding Remarks	225	(4)
Commentary: Thoughts on the Future of Business Marketing	229	(14)
David T. Wilson
Introduction: The Past	229	(1)
The Present	230	(5)
Transitions	235	(2)
The Future	237	(6)
Sensemaking About Business-to-Business Strategies and Relationships: A Commentary on Reid and Plank's Review	243	(10)
Arch G. Woodside
The Main Contributions of Reid and Plank's Review	243	(4)
Why Process Research?	247	(1)
Coverage of Key Findings	248	(1)
Theoretical Propositions on Relationships and Strategies	249	(1)
Integrative Research: A Valuable Recommendation	250	(3)
Reply to the Commentaries: Business Marketing Comes of Age	253	(16)
David A. Reid
Richard E. Plank
Reply to Professor Woodside's Comments	254	(2)
Reply to Professor Spekman's Comments	256	(3)
Reply to Professor Wilson's Comments	259	(1)
Business Marketing in the Future	260	(6)
Value	261	(1)
Relationships	262	(1)
Technology and the Information Superhighway	263	(1)
Implications for Research	264	(2)
Concluding Remarks	266	(3)
Book Review: Cabell's Directory of Publishing Opportunities in Marketing	269	(4)
J. David Lichtenthal
Index	273