Chapter 1 An Introduction to Business Marketing
DOI: 10.23912/978-1-906884-54-3-1750 | ISBN: 978-1-906884-54-3 |
Published: November 2011 | Component type: chapter |
Published in: Business Marketing: The Theory and Practice of B2B | Parent DOI: 10.23912/978-1-906884-54-3-2069 |
Abstract
This chapter explores some of the principal characteristics used to define business markets and marketing. It establishes the key elements of business-to-business (B2B) marketing and makes comparisons with the better-known business-to-consumer (B2C) sector. This leads to a consideration of appropriate definitions, parameters and direction for the book. After setting out the main types of organisations that operate in the B2B sector and categorising the goods and services that they buy or sell, the chapter introduces ideas about the business marketing mix, perceived value, supply chains, interorganisational relationships and relationship marketing. This opening chapter lays down the vital foundations and key principles which are subsequently developed in the book.
Sample content
Contributors
- Chris Fill (Author)
- Scot McKee (Author)
For the source title:
- Chris Fill (Author)
- Scot McKee (Author)
Cite as
Fill & McKee, 2011
Fill, C. & McKee, S. (2011) "Chapter 1 An Introduction to Business Marketing" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1750
Save, bookmark or recommend
 Save on Mendeley |  Share on Twitter |  Share on LinkedIn |  Share on Facebook |
References
Anderson, J. (1995) Relationships in business markets: exchange episodes, value creation and their empirical assessment, Journal of the Academy of Marketing Science, 23 (4), 346-50.
https://doi.org/10.1177/009207039502300415
Anderson, J.C. and Narus, J.A. (1998) Business marketing: understand what customers value, Harvard Business Review, 76 (June), 53-65.
Borden, N. (1964) The concept of the marketing mix, Journal of Advertising Research, June, 2-7
Butz, H.E. and Goodstein, L.D. (1996) Measuring customer value: gaining the strategic advantage, Organisational Dynamics, 24 (3), 63-77
https://doi.org/10.1016/S0090-2616(96)90006-6
Day, G.S. (2000) Managing market relationships, Journal of Academy of Marketing Science, 28 (1) (Winter), 24-31
https://doi.org/10.1177/0092070300281003
Doyle, P (2000) Value Based Marketing, John Wiley
https://doi.org/10.1080/096525400446203
Forrest, D. (2010) Divided Islands: The Pros and Cons of a Wind Farm, Engineering by Suite 101, 18 December, retrieved 26 May 2011 from www.suite101.com/content/divided-islands-the-pros-and-cons-of-a-wind-farm-a322588
Gummesson, E. and Polese, F. (2009) B2B is not an Island, Journal of Business and Industrial Marketing, 24, 5/6, 337-350
https://doi.org/10.1108/08858620910966228
Haworth. J. (2009) Conflict of interest clouds council's position on wind farm project vote, The Scotsman, 15 July, retrieved 26 May 2011 from http://thescotsman.scotsman.com/alternativeenergysources/39Conflict-of-interest39-clouds-council39s.5458860.jp
Kothandaraman, P. & Wilson, K. (2001) The Future of Competition - Value Creating Networks, Industrial Marketing Management 30, 379-389.
https://doi.org/10.1016/S0019-8501(00)00152-8
Lefaix-Durand, A., Kozak, R., Beauregard, R. and Poulin, D. (2009) Extending relationship value: observations from a case study of the Canadian structural wood products industry, Journal of Business & Industrial Marketing, 24 (5/6), 389-407
https://doi.org/10.1108/08858620910966273
Lindgreen, A., Antioco, M., Palmer, R. and van Heech, T. (2009) High tech innovative products: identifying and meeting customers' value needs, Journal of Business and Industrial Marketing, 24 (3/4), 182-197
https://doi.org/10.1108/08858620910939732
Macfarlane, P. (2002). Structuring and measuring the size of business markets, International Journal of Market Research, 44 (1) (Winter), 7-31
https://doi.org/10.1177/147078530204400105
McCarthy, E.J. (1960). Basic Marketing: A Managerial Approach, Homewood, IL: Irwin.
A. Menon, Ch. Homburg, N. Beutin (2005), Understanding Customer Value in Business-to-Business Relationships, Journal of Business-to-Business Marketing, 12 (2).
https://doi.org/10.1300/J033v12n02_01
Morgan, R M and, and S D Hunt (1994), The commitment-trust theory of relationship marketing, Journal of Marketing, July, 20-38
https://doi.org/10.1177/002224299405800302
Neap, H.S. and Celik, T. (1999), Value of a product: a definition, International Journal of Value-based Management, 12 (2), 181-91
https://doi.org/10.1023/A:1007718715162
Pels, J., Möller, K. and Saren, M. (2009) Do we really understand business marketing?
Getting beyond the RM and BM matrimony, Journal of Business and Industrial Marketing, 24 (5/6), 322-336
Porter, M.E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance, New York, NY: The Free Press.
Precourt, G. (2009) Warc Exclusive, September, retrieved 15 March 2011 from www.warc.com
Sharma, A., Krishman, R. and Grewal, D. (2001) Value creation in markets: a critical area of focus for business-to-business markets, Industrial Marketing Management, 30 (4) (May), 341-402.
https://doi.org/10.1016/S0019-8501(01)00153-5
Shostack, G. L. (1977), Breaking free from product marketing, Journal of Marketing, 41 (April), 73-80.
https://doi.org/10.1177/002224297704100219
Simpson, P.M., Sigauw, J.A. and Baker, T.L. (2001) A model of value creation: supplier behaviors and their impact on reseller-perceived value, Industrial Marketing Management, 30 (2) (February), 119-34
https://doi.org/10.1016/S0019-8501(00)00138-3
Ulaga, W. and Eggert, A. (2005), Relationship value in business markets: the construct and its dimensions, Journal of Business-to-Business Marketing, 12 (1), 73-99.
https://doi.org/10.1300/J033v12n01_04
van Weele , A.J. (2002). Purchasing and Supply Chain Management: Analysis, Planning and Practice, 3rd edn, London: Thomson Learning.
Zeithaml, V. (1988) Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence, Journal of Marketing, 52 (4), 2-22
https://doi.org/10.1177/002224298805200302