Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, J. Andrew Petersen, Associate Professor of Marketing and Stefan Wuyts, Professor of Marketing, The Pennsylvania State University, US

‘This Handbook is essential reading for any scholar or manager who is a serious student of B2B marketing – comprehensive, authoritative, and well structured. It is destined to be a classic.’

• Contents:Preface and acknowledgements for the second edition xixPART I INTRODUCTION AND OVERVIEW1 Business-to-business marketing: looking back, looking forward 2Rajdeep Grewal, Gary L. Lilien, J. Andrew Petersen, and Stefan WuytsPART II PERSPECTIVES IN B2B RESEARCH2 A high-level overview: a value-based perspective on the practice ofbusiness-to-business (B2B) marketing 13Ralph A. Oliva3 Agency theory and B2B marketing: review and future directions 39Iman Sadeghi, Ranjan Banerjee, Sourav Ray, Mark Bergen, and Shantanu Dutta4 Porter meets Williamson in 2021: governance value analysis and itsimplications in a world of digital technologies 56Mrinal Ghosh and George John5 Control and coordination in B2B networks 75Stefan Wuyts and Christophe Van den Bulte6 Marketing capabilities for B2B firms 96Neil A. Morgan, Rebecca J. Slotegraaf, and Hui Feng7 Coordinating Marketing and Sales in B2B organizations 117Frank V. Cespedes8 Competitor intelligence: enabling B2B marketing strategy 138Liam Fahey9 Preparing marketing for greater turbulence 159George S. Day10 Business models and B2B governance research 174Øystein D. Fjeldstad and Kenneth H. WathnePART III B2B MARKETING MIX AND STRATEGY11 Business-to-business market segmentation 185Robert J. Thomas12 Branding in B2B firms 205Kevin Lane Keller and Philip Kotler13 Branding and digital business models 225Erich Joachimsthaler and Anne Olderog14 Trade shows in the business marketing communications mix 247Srinath Gopalakrishna, Gary L. Lilien, and Andrew Donsbach15 B2B data-driven and value-based pricing strategies, price setting, andprice execution 266Sriram Venkataraman and J. Andrew PetersenPART IV INTERFIRM RELATIONSHIPS IN B2B MARKETS16 Evolution of the buyer‒supplier relationship value chain in business markets 293Douglas Bowman and Alberto Sa Vinhas17 Relationship marketing 315Natalie Chisam, Joshua T. Beck, and Robert W. Palmatier18 Customer relationship management in business markets 335Rajkumar Venkatesan, V. Kumar, and Werner Reinartz19 The complexity of trust in business-to-business relationships 359Lisa K. Scheer20 The organizational buying center (OBC): managing complexity forco-creation opportunities 377Wesley J. Johnston, Jennifer D. Chandler, and Michael Ehret21 Business-to-business relationship foundations of outsourcing: evolutionand outlook 393Wesley J. Johnston, Jennifer D. Chandler, and Michael EhretPART V PERSONAL SELLING AND SALES MANAGEMENT22 Myth and reality: boundary spanning work in B2B front lines 409Jagdip Singh, Detelina Marinova, and Steven P. Brown23 Key account management 435Torsten Bornemann and Dominik Hettich24 Sales force performance: a typology and future research priorities 451Son K. Lam, Molly Ahearne, and Michael Ahearne25 Building a winning sales force in B2B markets: a managerial perspective 473Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer26 The impact of the Internet on B2B sales force size and structure 493Murali K. Mantrala and Sönke AlbersPART VI INNOVATION AND TECHNOLOGY27 Key questions on innovation in the B2B context 516Gerard J. Tellis, Rajesh K. Chandy, and Jaideep C. Prabhu28 The Stage-Gate® system for product innovation in B2B firms 533Robert G. Cooper29 Business-to-business (B2B) e-commerce 562Venkatesh Shankar30 Auctions and the design of B2B markets 579Ernan Haruvy and Sandy D. JapPART VII METHODOLOGICAL ISSUES31 Qualitative research methods for investigating business-to-businessmarketing questions 597Abbie Griffin32 Marketing metrics for B2B firms 617Raji Srinivasan and Tushmit M. Hasan33 Establishing causality in B2B research with a behavioral experimentalapproach 638Mahima Hada34 Empirical approaches for addressing endogeneity in B2B research 655Alok R. Saboo and Ankit AnandIndex

Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, J. Andrew Petersen, Associate Professor of Marketing and Stefan Wuyts, Professor of Marketing, The Pennsylvania State University, US

‘This Handbook is essential reading for any scholar or manager who is a serious student of B2B marketing – comprehensive, authoritative, and well structured. It is destined to be a classic.’

• Contents:Preface and acknowledgements for the second edition xixPART I INTRODUCTION AND OVERVIEW1 Business-to-business marketing: looking back, looking forward 2Rajdeep Grewal, Gary L. Lilien, J. Andrew Petersen, and Stefan WuytsPART II PERSPECTIVES IN B2B RESEARCH2 A high-level overview: a value-based perspective on the practice ofbusiness-to-business (B2B) marketing 13Ralph A. Oliva3 Agency theory and B2B marketing: review and future directions 39Iman Sadeghi, Ranjan Banerjee, Sourav Ray, Mark Bergen, and Shantanu Dutta4 Porter meets Williamson in 2021: governance value analysis and itsimplications in a world of digital technologies 56Mrinal Ghosh and George John5 Control and coordination in B2B networks 75Stefan Wuyts and Christophe Van den Bulte6 Marketing capabilities for B2B firms 96Neil A. Morgan, Rebecca J. Slotegraaf, and Hui Feng7 Coordinating Marketing and Sales in B2B organizations 117Frank V. Cespedes8 Competitor intelligence: enabling B2B marketing strategy 138Liam Fahey9 Preparing marketing for greater turbulence 159George S. Day10 Business models and B2B governance research 174Øystein D. Fjeldstad and Kenneth H. WathnePART III B2B MARKETING MIX AND STRATEGY11 Business-to-business market segmentation 185Robert J. Thomas12 Branding in B2B firms 205Kevin Lane Keller and Philip Kotler13 Branding and digital business models 225Erich Joachimsthaler and Anne Olderog14 Trade shows in the business marketing communications mix 247Srinath Gopalakrishna, Gary L. Lilien, and Andrew Donsbach15 B2B data-driven and value-based pricing strategies, price setting, andprice execution 266Sriram Venkataraman and J. Andrew PetersenPART IV INTERFIRM RELATIONSHIPS IN B2B MARKETS16 Evolution of the buyer‒supplier relationship value chain in business markets 293Douglas Bowman and Alberto Sa Vinhas17 Relationship marketing 315Natalie Chisam, Joshua T. Beck, and Robert W. Palmatier18 Customer relationship management in business markets 335Rajkumar Venkatesan, V. Kumar, and Werner Reinartz19 The complexity of trust in business-to-business relationships 359Lisa K. Scheer20 The organizational buying center (OBC): managing complexity forco-creation opportunities 377Wesley J. Johnston, Jennifer D. Chandler, and Michael Ehret21 Business-to-business relationship foundations of outsourcing: evolutionand outlook 393Wesley J. Johnston, Jennifer D. Chandler, and Michael EhretPART V PERSONAL SELLING AND SALES MANAGEMENT22 Myth and reality: boundary spanning work in B2B front lines 409Jagdip Singh, Detelina Marinova, and Steven P. Brown23 Key account management 435Torsten Bornemann and Dominik Hettich24 Sales force performance: a typology and future research priorities 451Son K. Lam, Molly Ahearne, and Michael Ahearne25 Building a winning sales force in B2B markets: a managerial perspective 473Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer26 The impact of the Internet on B2B sales force size and structure 493Murali K. Mantrala and Sönke AlbersPART VI INNOVATION AND TECHNOLOGY27 Key questions on innovation in the B2B context 516Gerard J. Tellis, Rajesh K. Chandy, and Jaideep C. Prabhu28 The Stage-Gate® system for product innovation in B2B firms 533Robert G. Cooper29 Business-to-business (B2B) e-commerce 562Venkatesh Shankar30 Auctions and the design of B2B markets 579Ernan Haruvy and Sandy D. JapPART VII METHODOLOGICAL ISSUES31 Qualitative research methods for investigating business-to-businessmarketing questions 597Abbie Griffin32 Marketing metrics for B2B firms 617Raji Srinivasan and Tushmit M. Hasan33 Establishing causality in B2B research with a behavioral experimentalapproach 638Mahima Hada34 Empirical approaches for addressing endogeneity in B2B research 655Alok R. Saboo and Ankit AnandIndex

Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, J. Andrew Petersen, Associate Professor of Marketing and Stefan Wuyts, Professor of Marketing, The Pennsylvania State University, US

‘This Handbook is essential reading for any scholar or manager who is a serious student of B2B marketing – comprehensive, authoritative, and well structured. It is destined to be a classic.’

• Contents:Preface and acknowledgements for the second edition xixPART I INTRODUCTION AND OVERVIEW1 Business-to-business marketing: looking back, looking forward 2Rajdeep Grewal, Gary L. Lilien, J. Andrew Petersen, and Stefan WuytsPART II PERSPECTIVES IN B2B RESEARCH2 A high-level overview: a value-based perspective on the practice ofbusiness-to-business (B2B) marketing 13Ralph A. Oliva3 Agency theory and B2B marketing: review and future directions 39Iman Sadeghi, Ranjan Banerjee, Sourav Ray, Mark Bergen, and Shantanu Dutta4 Porter meets Williamson in 2021: governance value analysis and itsimplications in a world of digital technologies 56Mrinal Ghosh and George John5 Control and coordination in B2B networks 75Stefan Wuyts and Christophe Van den Bulte6 Marketing capabilities for B2B firms 96Neil A. Morgan, Rebecca J. Slotegraaf, and Hui Feng7 Coordinating Marketing and Sales in B2B organizations 117Frank V. Cespedes8 Competitor intelligence: enabling B2B marketing strategy 138Liam Fahey9 Preparing marketing for greater turbulence 159George S. Day10 Business models and B2B governance research 174Øystein D. Fjeldstad and Kenneth H. WathnePART III B2B MARKETING MIX AND STRATEGY11 Business-to-business market segmentation 185Robert J. Thomas12 Branding in B2B firms 205Kevin Lane Keller and Philip Kotler13 Branding and digital business models 225Erich Joachimsthaler and Anne Olderog14 Trade shows in the business marketing communications mix 247Srinath Gopalakrishna, Gary L. Lilien, and Andrew Donsbach15 B2B data-driven and value-based pricing strategies, price setting, andprice execution 266Sriram Venkataraman and J. Andrew PetersenPART IV INTERFIRM RELATIONSHIPS IN B2B MARKETS16 Evolution of the buyer‒supplier relationship value chain in business markets 293Douglas Bowman and Alberto Sa Vinhas17 Relationship marketing 315Natalie Chisam, Joshua T. Beck, and Robert W. Palmatier18 Customer relationship management in business markets 335Rajkumar Venkatesan, V. Kumar, and Werner Reinartz19 The complexity of trust in business-to-business relationships 359Lisa K. Scheer20 The organizational buying center (OBC): managing complexity forco-creation opportunities 377Wesley J. Johnston, Jennifer D. Chandler, and Michael Ehret21 Business-to-business relationship foundations of outsourcing: evolutionand outlook 393Wesley J. Johnston, Jennifer D. Chandler, and Michael EhretPART V PERSONAL SELLING AND SALES MANAGEMENT22 Myth and reality: boundary spanning work in B2B front lines 409Jagdip Singh, Detelina Marinova, and Steven P. Brown23 Key account management 435Torsten Bornemann and Dominik Hettich24 Sales force performance: a typology and future research priorities 451Son K. Lam, Molly Ahearne, and Michael Ahearne25 Building a winning sales force in B2B markets: a managerial perspective 473Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer26 The impact of the Internet on B2B sales force size and structure 493Murali K. Mantrala and Sönke AlbersPART VI INNOVATION AND TECHNOLOGY27 Key questions on innovation in the B2B context 516Gerard J. Tellis, Rajesh K. Chandy, and Jaideep C. Prabhu28 The Stage-Gate® system for product innovation in B2B firms 533Robert G. Cooper29 Business-to-business (B2B) e-commerce 562Venkatesh Shankar30 Auctions and the design of B2B markets 579Ernan Haruvy and Sandy D. JapPART VII METHODOLOGICAL ISSUES31 Qualitative research methods for investigating business-to-businessmarketing questions 597Abbie Griffin32 Marketing metrics for B2B firms 617Raji Srinivasan and Tushmit M. Hasan33 Establishing causality in B2B research with a behavioral experimentalapproach 638Mahima Hada34 Empirical approaches for addressing endogeneity in B2B research 655Alok R. Saboo and Ankit AnandIndex