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Fundamentals of Business Marketing Research
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Table of Contents

  • 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 FeetData, 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

About the Author

Richard E. Plank, David A. Reid and J. David Lichtenthal

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