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