Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US

• Contents:PART I: INTRODUCTION AND OVERVIEW1. Business-to-Business Marketing: Looking Back, Looking ForwardRajdeep Grewal and Gary L. Lilien PART II: PERSPECTIVES IN B2B RESEARCH2. A High-level Overview: A Value Perspective on the Practice of Business-to-Business MarketingRalph Oliva 3. Applications of Agency Theory in B2B Marketing: Review and Future Directions Ranjan Banerjee, Mark Bergen, Shantanu Dutta and Sourav Ray 4. Progress and Prospects for Governance Value Analysis in Marketing: When Porter Meets Williamson Mrinal Ghosh and George John5. Network GovernanceStefan Wuyts and Christophe Van den Bulte 6. Marketing Capabilities for B2B Firms Neil A. Morgan and Rebecca J. Slotegraaf 7. Gaining Competitive Advantage with Service-Dominant Logic Robert F. Lusch and Stephen L. Vargo 8. Coordinating Marketing and Sales in B2B OrganizationsFrank Cespedes 9. Competitor Intelligence: Enabling B2B Marketing StrategyLiam Fahey PART III: B2B MARKETING MIX AND STRATEGY10. B2B Marketing Communication in a Transformational MarketplaceDon E. Schultz 11. Business-to-Business Market SegmentationRobert J. Thomas 12. Branding in B2B FirmsKevin Lane Keller and Philip Kotler 13. Trade Shows in the Business Marketing Communications MixSrinath Gopalakrishna and Gary L. Lilien 14. Value-based Pricing: A State-of-the-Art ReviewGeorge E. Cressman JrPART IV: INTER-FIRM RELATIONSHIPS IN B2B MARKETS15. Evolution of Buyer–Seller RelationshipsDouglas Bowman 16. Relationship MarketingJoshua T. Beck and Robert W. Palmatier 17. Customer Relationship Management in Business MarketsRajkumar Venkatesan, V. Kumar and Werner Reinartz 18. Trust, Distrust and Confidence in B2B RelationshipsLisa K. Scheer 19. Strategic Alliances in a Business-to-Business EnvironmentRobert E. Spekman 20. Learning in Coopetitive RelationshipsHillbun (Dixon) Ho and Shankar Ganesan 21. The Organizational Buying Center: Innovation, Knowledge Management and BrandWesley J. Johnston and Jennifer D. Chandler 22. B2B Relationship Underpinnings of OutsourcingRajan Varadarajan PART V: PERSONAL SELLING AND SALES MANAGEMENT23. Salesperson Effectiveness: A Behavioral PerspectiveKevin Bradford and Barton A. Weitz 24. Boundary Work and Customer Connectivity in B2B Front LinesJagdip Singh, Detelina Marinova and Steven P. Brown 25. Key Account ManagementChristian Homburg and Torsten Bornemann 26. Sales Force Compensation: Research Insights and Research PotentialAnne T. Coughlan and Kissan Joseph 27. Sales Force Performance: A Typology and Future Research PrioritiesMichael Ahearne and Son K. Lam 28. Building a Winning Sales Force in B2B Markets: A Managerial PerspectiveAndris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer 29. The Impact of the Internet on B2B Sales Force Size and StructureMurali K. Mantrala and Sönke Albers PART VI: TECHNOLOGY AND B2B MARKETING30. Toward a Theory of Technology Marketing: Review and Suggestions for Future ResearchJakki J. Mohr, Sanjit Sengupta and Stanley Slater 31. Key Questions on Innovation in the B2B ContextGerard J. Tellis, Rajesh K. Chandy and Jaideep C. Prabhu32. The Stage-Gate® System for Product Innovation in B2B FirmsRobert G. Cooper 33. B2B e-CommerceVenkatesh Shankar 34. Designing B2B MarketsErnan Haruvy and Sandy Jap PART VII: METHODOLOGICAL ISSUES35 Qualitative Research Methods for Investigating Business-to-Business Marketing QuestionsAbbie Griffin 36. Case Study Research in Business-to-Business Contexts: Theory and MethodsArch G. Woodside and Roger Baxter 37. Survey Research in B2B Marketing: Current Challenges and Emerging OpportunitiesAric Rindfleisch and Kersi D. Antia 38. Marketing Metrics in B2B FirmsRaji SrinivasanIndex

Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US

• Contents:PART I: INTRODUCTION AND OVERVIEW1. Business-to-Business Marketing: Looking Back, Looking ForwardRajdeep Grewal and Gary L. Lilien PART II: PERSPECTIVES IN B2B RESEARCH2. A High-level Overview: A Value Perspective on the Practice of Business-to-Business MarketingRalph Oliva 3. Applications of Agency Theory in B2B Marketing: Review and Future Directions Ranjan Banerjee, Mark Bergen, Shantanu Dutta and Sourav Ray 4. Progress and Prospects for Governance Value Analysis in Marketing: When Porter Meets Williamson Mrinal Ghosh and George John5. Network GovernanceStefan Wuyts and Christophe Van den Bulte 6. Marketing Capabilities for B2B Firms Neil A. Morgan and Rebecca J. Slotegraaf 7. Gaining Competitive Advantage with Service-Dominant Logic Robert F. Lusch and Stephen L. Vargo 8. Coordinating Marketing and Sales in B2B OrganizationsFrank Cespedes 9. Competitor Intelligence: Enabling B2B Marketing StrategyLiam Fahey PART III: B2B MARKETING MIX AND STRATEGY10. B2B Marketing Communication in a Transformational MarketplaceDon E. Schultz 11. Business-to-Business Market SegmentationRobert J. Thomas 12. Branding in B2B FirmsKevin Lane Keller and Philip Kotler 13. Trade Shows in the Business Marketing Communications MixSrinath Gopalakrishna and Gary L. Lilien 14. Value-based Pricing: A State-of-the-Art ReviewGeorge E. Cressman JrPART IV: INTER-FIRM RELATIONSHIPS IN B2B MARKETS15. Evolution of Buyer–Seller RelationshipsDouglas Bowman 16. Relationship MarketingJoshua T. Beck and Robert W. Palmatier 17. Customer Relationship Management in Business MarketsRajkumar Venkatesan, V. Kumar and Werner Reinartz 18. Trust, Distrust and Confidence in B2B RelationshipsLisa K. Scheer 19. Strategic Alliances in a Business-to-Business EnvironmentRobert E. Spekman 20. Learning in Coopetitive RelationshipsHillbun (Dixon) Ho and Shankar Ganesan 21. The Organizational Buying Center: Innovation, Knowledge Management and BrandWesley J. Johnston and Jennifer D. Chandler 22. B2B Relationship Underpinnings of OutsourcingRajan Varadarajan PART V: PERSONAL SELLING AND SALES MANAGEMENT23. Salesperson Effectiveness: A Behavioral PerspectiveKevin Bradford and Barton A. Weitz 24. Boundary Work and Customer Connectivity in B2B Front LinesJagdip Singh, Detelina Marinova and Steven P. Brown 25. Key Account ManagementChristian Homburg and Torsten Bornemann 26. Sales Force Compensation: Research Insights and Research PotentialAnne T. Coughlan and Kissan Joseph 27. Sales Force Performance: A Typology and Future Research PrioritiesMichael Ahearne and Son K. Lam 28. Building a Winning Sales Force in B2B Markets: A Managerial PerspectiveAndris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer 29. The Impact of the Internet on B2B Sales Force Size and StructureMurali K. Mantrala and Sönke Albers PART VI: TECHNOLOGY AND B2B MARKETING30. Toward a Theory of Technology Marketing: Review and Suggestions for Future ResearchJakki J. Mohr, Sanjit Sengupta and Stanley Slater 31. Key Questions on Innovation in the B2B ContextGerard J. Tellis, Rajesh K. Chandy and Jaideep C. Prabhu32. The Stage-Gate® System for Product Innovation in B2B FirmsRobert G. Cooper 33. B2B e-CommerceVenkatesh Shankar 34. Designing B2B MarketsErnan Haruvy and Sandy Jap PART VII: METHODOLOGICAL ISSUES35 Qualitative Research Methods for Investigating Business-to-Business Marketing QuestionsAbbie Griffin 36. Case Study Research in Business-to-Business Contexts: Theory and MethodsArch G. Woodside and Roger Baxter 37. Survey Research in B2B Marketing: Current Challenges and Emerging OpportunitiesAric Rindfleisch and Kersi D. Antia 38. Marketing Metrics in B2B FirmsRaji SrinivasanIndex

Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US

• Contents:PART I: INTRODUCTION AND OVERVIEW1. Business-to-Business Marketing: Looking Back, Looking ForwardRajdeep Grewal and Gary L. Lilien PART II: PERSPECTIVES IN B2B RESEARCH2. A High-level Overview: A Value Perspective on the Practice of Business-to-Business MarketingRalph Oliva 3. Applications of Agency Theory in B2B Marketing: Review and Future Directions Ranjan Banerjee, Mark Bergen, Shantanu Dutta and Sourav Ray 4. Progress and Prospects for Governance Value Analysis in Marketing: When Porter Meets Williamson Mrinal Ghosh and George John5. Network GovernanceStefan Wuyts and Christophe Van den Bulte 6. Marketing Capabilities for B2B Firms Neil A. Morgan and Rebecca J. Slotegraaf 7. Gaining Competitive Advantage with Service-Dominant Logic Robert F. Lusch and Stephen L. Vargo 8. Coordinating Marketing and Sales in B2B OrganizationsFrank Cespedes 9. Competitor Intelligence: Enabling B2B Marketing StrategyLiam Fahey PART III: B2B MARKETING MIX AND STRATEGY10. B2B Marketing Communication in a Transformational MarketplaceDon E. Schultz 11. Business-to-Business Market SegmentationRobert J. Thomas 12. Branding in B2B FirmsKevin Lane Keller and Philip Kotler 13. Trade Shows in the Business Marketing Communications MixSrinath Gopalakrishna and Gary L. Lilien 14. Value-based Pricing: A State-of-the-Art ReviewGeorge E. Cressman JrPART IV: INTER-FIRM RELATIONSHIPS IN B2B MARKETS15. Evolution of Buyer–Seller RelationshipsDouglas Bowman 16. Relationship MarketingJoshua T. Beck and Robert W. Palmatier 17. Customer Relationship Management in Business MarketsRajkumar Venkatesan, V. Kumar and Werner Reinartz 18. Trust, Distrust and Confidence in B2B RelationshipsLisa K. Scheer 19. Strategic Alliances in a Business-to-Business EnvironmentRobert E. Spekman 20. Learning in Coopetitive RelationshipsHillbun (Dixon) Ho and Shankar Ganesan 21. The Organizational Buying Center: Innovation, Knowledge Management and BrandWesley J. Johnston and Jennifer D. Chandler 22. B2B Relationship Underpinnings of OutsourcingRajan Varadarajan PART V: PERSONAL SELLING AND SALES MANAGEMENT23. Salesperson Effectiveness: A Behavioral PerspectiveKevin Bradford and Barton A. Weitz 24. Boundary Work and Customer Connectivity in B2B Front LinesJagdip Singh, Detelina Marinova and Steven P. Brown 25. Key Account ManagementChristian Homburg and Torsten Bornemann 26. Sales Force Compensation: Research Insights and Research PotentialAnne T. Coughlan and Kissan Joseph 27. Sales Force Performance: A Typology and Future Research PrioritiesMichael Ahearne and Son K. Lam 28. Building a Winning Sales Force in B2B Markets: A Managerial PerspectiveAndris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer 29. The Impact of the Internet on B2B Sales Force Size and StructureMurali K. Mantrala and Sönke Albers PART VI: TECHNOLOGY AND B2B MARKETING30. Toward a Theory of Technology Marketing: Review and Suggestions for Future ResearchJakki J. Mohr, Sanjit Sengupta and Stanley Slater 31. Key Questions on Innovation in the B2B ContextGerard J. Tellis, Rajesh K. Chandy and Jaideep C. Prabhu32. The Stage-Gate® System for Product Innovation in B2B FirmsRobert G. Cooper 33. B2B e-CommerceVenkatesh Shankar 34. Designing B2B MarketsErnan Haruvy and Sandy Jap PART VII: METHODOLOGICAL ISSUES35 Qualitative Research Methods for Investigating Business-to-Business Marketing QuestionsAbbie Griffin 36. Case Study Research in Business-to-Business Contexts: Theory and MethodsArch G. Woodside and Roger Baxter 37. Survey Research in B2B Marketing: Current Challenges and Emerging OpportunitiesAric Rindfleisch and Kersi D. Antia 38. Marketing Metrics in B2B FirmsRaji SrinivasanIndex