Chapter 1 An Introduction to Business Marketing
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
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.
- Chris Fill (Author)
- Scot McKee (Author)
For the source title:
- Chris Fill (Author)
- Scot McKee (Author)
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
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.
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
Day, G.S. (2000) Managing market relationships, Journal of Academy of Marketing Science, 28 (1) (Winter), 24-31
Doyle, P (2000) Value Based Marketing, John Wiley
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
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.
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
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
Macfarlane, P. (2002). Structuring and measuring the size of business markets, International Journal of Market Research, 44 (1) (Winter), 7-31
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).
Morgan, R M and, and S D Hunt (1994), The commitment-trust theory of relationship marketing, Journal of Marketing, July, 20-38
Neap, H.S. and Celik, T. (1999), Value of a product: a definition, International Journal of Value-based Management, 12 (2), 181-91
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.
Shostack, G. L. (1977), Breaking free from product marketing, Journal of Marketing, 41 (April), 73-80.
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
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.
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