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 his book provides an excellent, REVIEWS, “T state-of-the-art overview of the field of business marketing research. It COMMENTARIES, is written by outstanding scholars in EVALUATIONS . . . the field and based on an impressive re- view of the literature. The book is a must-read for every scholar in the field his book’s extensive review of the of business-to-business marketing. It “Tarea of business-to-business mar- also provides interesting information keting is a useful tool for academics who for managers in business-to-business are interested in the subject. It would marketing.” also be a great reference or text for a graduate course in business-to-business marketing.” Christian Homburg, PhD 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 This is an original book title published by Best Business Books®, an imprint of The Haworth Press, Inc. Unless otherwise noted in specific chapters with attribution, materials in this book have not been previ- ously published elsewhere in any format or language. CONSERVATION AND PRESERVATION NOTES All books published by The Haworth Press, Inc. and its imprints are printed on certified pH neutral, acid free book grade paper. This paper meets the minimum requirements of American National Standard for 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 Research by David A. Reid and Richard E. Plank Fundamentals of Business Marketing Education: A Guide for University- Level Faculty and Policymakers edited 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 Best Business Books®, an imprint of The Haworth Press, Inc., 10 Alice Street, Binghamton, NY 13904-1580. © 2004 by The Haworth Press, Inc. All rights reserved. No part of this work may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, microfilm, and recording, or by any information storage and retrieval system, without permission in writing from the publisher. Printed in the United States of America. This book is a compilation of articles that appeared previously in the Journal of Business-to-Busi- ness Marketing, 7(2/3) (2000): 2-185; 7(4) (2000): 3-5, 11-67; and 9(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) “This book is a compilation of articles that appeared previously in the Journal of Business-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. Industrial marketing—Research. 2. Marketing research. I. Reid, David A. (David Alan) 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
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