In depth lecture, exam and revision notes for the Third Year Marketing module MKTG329 Business-to-Business Marketing that supported me in attaining my First Class Honours degree in BSc Marketing Management. This set of notes includes diagrams, readings, annotations, examples and critique.
Great Managers Engage Honest Firms to Help Strategy. Helpful Teams Manage Relationships by
Having Talkative Networks Linked with Knowledge.
Gronroos, 2004 – relationship marketing definition
Mattsson (1997) – relationship vs network approach definition
Ellis, 2011 – interaction model, relationship ladder of loyalty
Håkansson and Ford, 2002 – network definition, network paradoxes
Håkansson & Snehota 1995 – characteristics of networks (embeddedness + interconnectedness),
, structural and process characteristics of business relationships
Halinen and Tornroos, 1998 – network embeddedness definition and 3 different network
perspectives + representational roles
Möller and Rajala (2007) – business nets
Holmlund and Tornroos (1997) – 3 x types of actors, network layers and business relationship
features
Nonaka (1991) – importance of tacit knowledge in networks
Leek and Mason (2010) – network pictures
Strategy:
Golden Happy Heroes Just Keep Swimming. Hard Key Strategic Businesses Win With
Creative Strategy. And Co-Created Services Value Loyalty.
Gadde, Huemer and Hakansson (2003) – 2 x philosophies of strategy
Jaworski, Kohli, Sahay (2000) – market driven/driving, deconstruction, construction and functional
modification
Harrison and Kjellberg (2010) – segmentation as construction and description
Shapiro and Bonoma (2010) – nested approach to segmentation and segmentation outcomes
Wilson (1986) – customer needs approach to segmentation
Wind and Cardozo (1974) – disaggregation approach
Sheth et al (2000) – customer needs = better
Anderson et al (2006) – value propositions,
Cova and Salle (2008) – 3 x pillars of SD logic, integrated solutions
Vargo and Lusch (2004) – SD logic and cocreation
Sales Strategy:
Companies Invest Lots In Sales Growth Forecasting. The Greatest Heroes Manage KAM.
Cravens, Ingram and LaForge (1991) – Customer Portfolio Model and sales channels
Ingram et al (2001) – Sales strategy structure
(Storbacka 2012) – strategic accounts and strateging account management process
Geiger and Finch (2011) – mature industrial markets and sales approaches
(Terho et al, 2012) – value-based selling approaches
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