Fundamentals of Business Marketing Research (The Foundation Series in Business Marketing) (The Foundation Series in Business Marketing) PDF
Preview Fundamentals of Business Marketing Research (The Foundation Series in Business Marketing) (The Foundation Series in Business Marketing)
David A. Reid, PhD Richard E. Plank, PhD Fundamentals of Business Marketing Research Pre-publication “This book provides an excellent, REVIEWS, state-of-the-art overview of the COMMENTARIES, fieldofbusinessmarketingresearch.It is written by outstanding scholars in EVALUATIONS . . . thefieldandbasedonanimpressivere- view of the literature. The book is a must-readforeveryscholarinthefield “Thisbook’sextensivereviewofthe of business-to-business marketing. It area of business-to-business mar- also provides interesting information ketingisausefultoolforacademicswho for managers in business-to-business are interested in the subject. It would marketing.” also be a great reference or text for a graduatecourseinbusiness-to-business Christian Homburg, PhD marketing.” Professor of Marketing and Chair of Marketing Department, Phylis Mansfield, PhD Director of the Institute for Market-Oriented Assistant Professor of Marketing, Management, Penn State, Erie University of Mannheim, Germany NOTES FOR PROFESSIONAL LIBRARIANS AND LIBRARY USERS ThisisanoriginalbooktitlepublishedbyBestBusinessBooks®,an imprintofTheHaworthPress,Inc.Unlessotherwisenotedinspecific chapterswithattribution,materialsinthisbookhavenotbeenprevi- ously published elsewhere in any format or language. CONSERVATION AND PRESERVATION NOTES Allbookspublished byTheHaworthPress,Inc.anditsimprintsare printedoncertifiedpHneutral,acidfreebookgradepaper.Thispaper meetstheminimumrequirementsofAmericanNationalStandardfor Information Sciences-Permanence of Paper for Printed Material, ANSI Z39.48-1984. Fundamentals of Business Marketing Research BEST BUSINESS BOOKS Foundation Series in Business Marketing J. David Lichtenthal, MBA, PhD Editor Fundamentals of Business Marketing Researchby David A. Reid and Richard E. Plank Fundamentals of Business Marketing Education: A Guide for University- Level Faculty and Policymakersedited by J. David Lichtenthal Fundamentals of Business Marketing Research David A. Reid, PhD Richard E. Plank, PhD Best Business Books® An Imprint of The Haworth Press, Inc. New York • London • Oxford Published by BestBusinessBooks®,animprintofTheHaworthPress,Inc.,10AliceStreet,Binghamton,NY 13904-1580. ©2004byTheHaworthPress,Inc.Allrightsreserved.Nopartofthisworkmaybereproducedor utilizedinanyformorbyanymeans,electronicormechanical,includingphotocopying,microfilm, andrecording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwriting from the publisher. Printed in the United States of America. ThisbookisacompilationofarticlesthatappearedpreviouslyintheJournalofBusiness-to-Busi- nessMarketing,7(2/3)(2000):2-185;7(4)(2000):3-5,11-67;and9(4)(2002):123-126,published by The Haworth Press, Inc. Cover design by Jennifer M. Gaska. Library of Congress Cataloging-in-Publication Data Fundamentals of business marketing research / David A. Reid, Richard E. Plank. p. cm. — (The foundation series in business marketing) “ThisbookisacompilationofarticlesthatappearedpreviouslyintheJournalofBusiness-to- Business Marketing.” Includes bibliographical references and index. ISBN 0-7890-2311-3 (case : alk. paper) — ISBN 0-7890-2312-1 (soft : alk. paper) 1.Industrialmarketing—Research. 2.Marketingresearch. I.Reid,DavidA.(DavidAlan) II. Plank, Richard E. III. Journal of business-to-business marketing. IV. Series. HF5415.1263.F86 2003 658.8'3—dc22 2003016234 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 David A. Reid Richard E. Plank Introduction and Methodology 1 Analysis of the Database 4 Marketing Strategy 11 Business Market Planning and Strategy 11 International Business Marketing 16 Marketing to the Government 23 Marketing and Other Functions 24 Ethics 28 Miscellaneous 30 Organizational Buying 32 Purchasing Management 33 Organizational Buying Behavior 39 Buyer-Seller Relationships 56 Summary of Organizational Buying Research 63 Marketing Sciences 64 Market Research 64 Forecasting 69 Market Segmentation 71 Computers and Decision Support 74 Summary of Marketing Sciences Research 76 Product 77 New Product Development and Diffusion 77 Product Management 85 Services 88 Summary of Product/Services Research 91 Pricing 92 Empirical Studies 93 Normative Studies 94 Summary of Pricing Research 95 Distribution 97 Channel Management 97 Logistics and Physical Distribution 102 Summary of Distribution Research 104 Marketing Communications 105 Advertising 105 Sales Promotion 107 Public Relations 111 General Promotion 112 Personal Selling 115 Sales Training 122 Sales Motivation and Rewards 124 General Sales Management 127 Summary of Marketing Communications Research 132 Summary 132 Research Issues 133 Marketing Planning and Strategy 136 Organizational Buying and Purchasing Research 139 Marketing Sciences 140 Product/Services 143 Pricing 144 Channels and Logistics 144 Promotion 145 Limitations 149 Conclusions 150 A Commentary on Business Marketing: A Twenty-Year Review and an Invitation for Continued Dialogue 203 Robert E. Spekman Introduction and the Call for Debate 203 A Critique of the Process: The View from 30,000 Feet— Data, Information, and Knowledge 206 Simple Pictures Are Best 208 Implications and Lessons Learned 210 What the Future Holds 211 The New Competition 212 Networks of Cooperating Firms 212 Networks Breed Boundaryless Organizations 217 What Boundarylessness Means 218 Enterprise-Wide Thinking 219 Areas of Research for the Future 220 Refining and Revalidating Questions from the Past Twenty Years 220 Questions for the New Millennium 222 Concluding Remarks 225 Commentary: Thoughts on the Future of Business Marketing 229 David T. Wilson Introduction: The Past 229 The Present 230 Transitions 235 The Future 237 Sensemaking About Business-to-Business Strategies and Relationships: A Commentary on Reid and Plank’s Review 243 Arch G. Woodside The Main Contributions of Reid and Plank’s Review 243 Why Process Research? 247 Coverage of Key Findings 248 Theoretical Propositions on Relationships and Strategies 249 Integrative Research: A Valuable Recommendation 250
The list of books you might like
