This four-volume collection is the only detailed survey of business-to-business marketing literature that captures the state of the discipline in its entirety. Business-to-business marketing is fast catching up with business-to-consumer marketing as a subject of study, and in recognition of its widening appeal this collection of seminal articles will be of interest to students, researchers and lecturers of general management, as well as those of marketing.

It serves as an intellectual touchstone for academics interested in developing their own research interests further, or who are considering incorporating more business-to-business scholarship. Some of the topics addresses will be familiar, such as marketing channels and relationship marketing, while others are likely to be more novel, like organisational purchasing, supply chains and industrial networks.

Assembled and introduced by a team of experts in the field, this collection is an invaluable snapshot of the key theoretical, methodological and managerial issues in this critical and expanding area.

VOLUME ONE: INTRODUCING B2B MARKETING
The Parameters of B2B Marketing
The Scope of B2B Marketing
Trappings vs. Substance in industrial marketing - B.C. Ames
What is Business and Industrial Marketing? - E.F. Cooke
Levels of Analysis in Business-to-Business Marketing - R. Wilke and T. Ritter
On the study of industrial buying behavior: current practices and future trends - Y. Wind and F. Webster
The foundations of B2B Marketing
Selling as a Dyadic Relationship - a New Approach - F.B. Evans
Historical Evolution of the Purchasing Function - H.E. Fearon
The Industrial Buyer - H.T. Lewis
Legal Foundations and Boundaries of B2B Marketing
Regulatory Perceptions of Marketing: Interpreting UK competition authority investigations from 1950 to 2005 - J.K. Ashton and A.D. Pressey
The Antitrust Implications of Relationship Marketing - R.J. Fontenot and M.R. Hyman
Ethical and Legal Foundations of Relational Exchanges - G.T. Gundlach and P.E. Murphy
Rethinking the Emergence of Relationship Marketing - M. Tadajewski and M. Saren
Corporate Governance, Business Strategy and the Dynamics of Networks: A theoretical model and application to the British cotton industry, 1830-1980 - S. Toms and Filatotchev
Organisational Buying Behaviour
Foundational Work in OBB
What Motivates Business Buyers - D.J. Duncan
The Buying Center: Structure and interaction patterns - W.J. Johnston and T.V. Bonoma
The Industrial Purchasing Decision as a Political Process - A.M. Pettigrew
A Model of Industrial Buyer Behaviour - J.N. Sheth
A General Model for Understanding Organizational Buying Behavior - F.E. Webster and Y. Wind
Later Perspectives on OBB
Managing Interfaces with Suppliers - L. Araujo, A. Dubois and L-E Gadde
Socially Responsible Organizational Buying: How can stakeholders dictate purchasing policies? - I. Maignan and D.T. McAlister
The Effect of Perceived Personal Consequences on Participation and Influence in Organizational Buying - D.H. McQuiston and P.R. Dickson
VOLUME TWO: CHANNELS, CHAINS AND INTER-ORGANIZATIONAL RELATIONSHIPS
Marketing Channels and Supply Chains
Foundational Work in Channels
Postponement, Speculation and the Structure of Distribution Channels - L.P. Bucklin
The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel - J.F. Gaski and J.R. Nevin
Distribution Channels as Political Economies: A Framework for comparative analysis - L.W. Stern and T. Reve
Later perspectives on Channels
A Model of Distributor Firm and Manufacturer Firm Working Partnerships - J.C. Anderson and J.A. Narus
Exchange Relationships and Interfirm Power in Channels of Distribution - G.L. Frazier and K.D. Antia
Influence in Marketing Channels: A sense-making investigation - G.C. Hopkinson
Understanding the ¿New¿ Distribution Reality Through ¿Old¿ Concepts: A renaissance for transvection and sorting - K. Hulthén and L-E Gadde
Supply Chain Management
The Agile Supply Chain: Competing in volatile markets - M. Christopher
In Search of ¿Interfirm Management¿ in Supply Chains: Recognizing contradictions of language and power by listening - A. Faria and R. Wensley
Collaborative Supply-Chain Partnerships Built Upon Trust and Electronically Mediated Exchange - N. Myhr and R.E. Spekman
Holistic and Cross-disciplinary Deficiencies in the Theory Generation of Supply Chain Management - G. Svensson
Inter-Organisational Relationships
Historical Relational Scholarship
Forces Impinging on Long Term Business to Business Relationships in the United States: An historical perspective - W.W. Keep, S.C. Hollander and R. Dickinson
Relationship Marketing Theory: Its roots and direction - K. Möller and A. Halinen
The Foundations of Relationship Marketing: Reciprocity and trade relations - M. Tadajewski
Trust, Commitment and Norms in Relationships
Trust in Business to Business Relationships: An evaluation of its status - K. Blois
Do Norms Matter in Marketing Relationships? - J.B. Heide and G. John
The Commitment-Trust Theory of Relationship Marketing - R.D. Morgan and S.D. Hunt
Bonding and Commitment in Buyer-Seller Relationships: A preliminary conceptualization - D.T. Wilson and V. Mummalaneni
Managing Relationships
Managing Market Relationships - G.S. Day
Relationships Mean Everything: A typology of small-business relationship strategies in a reflexive context - T. Fuller and J. Lewis
The Dark Side of Long-Term Relationships in Marketing Services - K. Grayson and T. Ambler
Assessing Relationship Quality - P. Naudé and F. Buttle
Theoretical Perspectives on Relationships
Don¿t all Firms have Relationships? - K.J. Blois
An Organizational Perspective on Changing Buyer-Supplier Relations: A critical review of the evidence - M. Bresnen
Developing Buyer-Seller Relationships - F.R. Dwyer, P.H. Schurr and S. Oh
An Integrated Model of Buyer-Seller Relationships - D.T. Wilson
VOLUME THREE: INDUSTRIAL NETWORKS AND B2B MARKETING STRATEGY
Industrial Networks
Networks and Relationship Management
Changes in the Theory of Interorganizational Relations in Marketing: Toward a network paradigm - R.S. Achrol
Dyadic Business Relationships Within a Business Network Context - J.C. Anderson, H. Håkansson and J. Johanson
No Business is an Island: The network concept of business strategy - H. Håkansson and I. Snehota
Interaction, Relationships and Networks in Business Markets: An evolving perspective - P. Turnbull, D. Ford and M. Cunningham
Conceptual and Methodological Network Issues
Networks in Socioeconomic Systems: A critical review - L. Araujo and G. Easton
Marketing Identities: Shifting circles of identification in inter-organizational relationships - N. Ellis and S. Ybema
Network Pictures: Building an holistic representation of a dyadic business-to-business relationship - S. Leek and K. Mason
Heading Toward a Society of Networks: Empirical developments and theoretical challenges - J. Raab and P. Kenis
B2B Marketing Strategy
Marketing Planning and Market Segmentation
Industrial Market Segmentation - Y. Wind and R. Cardozo
Assessing Response to Industrial Marketing Strategy - J-M Choffray and G.L. Lilien
Environment, Structure and P0erformance in Interfirm Exchange - R. Dahlstrom, F.R. Dwyer and M. Chandrashekaran
Value in B2B exchanges
Customer Value Assessment in Business Markets - J.C. Anderson, D.C. Jain and P.K. Chintagunta
Exploring the Phenomenon of Customers¿ Desired Value Change in a Business-to-Business Context - D.J. Flint, R.B. Woodruff and S.F. Gardial
Value Creation in Buyer - Seller Relationships: Theoretical considerations and empirical results from a supplier¿s perspective - A. Walter, T. Ritter and H.G. Germ nden
Relational Strategies
Beyond Guanxi: Network contingencies in Taiwanese business groups - C-N Chung
The Relational View: Cooperative strategy and sources on inter-organizational competitive advantage - J. Dyer and H. Singh
Collaborate with your Competitors - and Win - G. Hamel, Y.L. Doz and C.K. Pralahad
Pie-Expansion Efforts: Collaboration processes in buyer-seller relationships - S.D. Jap
Marketing management practice
Inter-Organizational Relationships and Strategy Development in an Evolving Industrial Network: Mapping structure and process - N. Ellis and R. Mayer
Organizational Mating and Industrial Marketing Conservatism - Some Reasons Why Industrial Marketing Managers Resist Marketing Theory - P.B.L Guillet de Monthoux
The Marketing Strategy Center: Diagnosing the industrial marketer¿s interdisciplinary role - M.D. Hutt and T.W. Speh
Exploring the Accuracy of SME Managers¿ Network Perceptions - G.G. Ottessen, L. Foss and K. Grønhaug
VOLUME FOUR: B2B MARKETING PROGRAMMES
Untitled
Business Products and NPD
Overhauling the New Product Process - R.G. Cooper
Differences in Attribute Importance for Different Industrial Products - D.R. Lehmann and J. O¿Shaughnessy
High-tech, Innovative Products: Identifying and meeting customers¿ value needs - A. Lindgreen, M. Antioco, R. Palmer and T. van Heesch
Managing Supplier Involvement in New Product Development: A portfolio approach - F. Wynstra and E. ten Pierick
Business Services
New Industrial Service Development: Scenario for success and failure - U. De Bretani
Relationships Between Providers and Users of Market Research: The dynamics of trust within and between organisations - C. Moorman, G. Zaltman and R. Deshpande
Forming Successful Business-to-Business Services in Goods-Dominant Firms - W.A. Neu and S.W. Brown
Service Delivery Encounters in Business-to-Business Contexts as a Source of Innovation - a Conceptual and Explorative Study - D. Neumann and H.H. Holzm ller
Pricing in B2B markets
Manufacturer Price Reduction Pressure and Supplier Relations - J.W. Henke, R. Parameswaran and R.M. Pisharodi
Price-Setting in Business-to-Business Markets - R. Brennan, L. Canning and R. McDowell
Industrial Pricing to Meet Customer Needs - B.P. Shapiro and B.B. Jackson
B2B Marketing Communications
Communications and Industrial Selling - T. Levitt
The Power of Emotion: Brand communication in business to business markets - J. Lynch and L. de Chernatony
Communication Strategies in Marketing Channels: A theoretical perspective - J. Mohr and J.R. Nevin
The Role of Communication in Business Relationships and Networks - R. Olkkonen, H. Tikkanen and K. Alajoutsijärvi
Personal Selling and B2B Sales Management
The Role of Social and Self-Conscious Emotions in the Regulation of Business-to-Business Relationships in Salesperson-Customer Interactions - R.P. Bagozzi
The Determinants of Salesperson Performance: A meta-analysis - G.A. Churchill, N.M. Ford, S. Hartley and O.C. Walker
From Key account Selling to Key Account Management - T. Millman and K. Wilson
The Mediating Role of Sales Behaviors: An alternative perspective on sales performance and effectiveness - R.E. Plank and D.A. Reid
Managing Key Business-to-Business Relationships: What marketing can learn from supply chain management - L.J. Ryals and A.S. Humphries
Information Technology and B2B Marketing
Internet Usage within B2B Relationships and its Impact on Value Creation: A conceptual model and research propositions - D.E. Boyd and R.E. Spekman
Business to Business Marketing and the World Wide Web: Planning, managing and assessing websites - J.R. Evans and V.E. King
E-Hubs: The new B2B marketplaces - S. Kaplan and M. Sawhney
The Antitrust Implications of Electronic Business-to-Business Marketplaces - A.D. Pressey and J.K. Ashton