The Sage Handbook of Industrial Marketing

The Sage Handbook of Industrial Marketing addresses the dynamic and complex landscape of industrial marketing, emphasizing the unique challenges and opportunities within business-to-business transactions. In an era marked by technological advancements and globalization, this handbook offers a comprehensive resource that defines the industrial marketing field, captures its historical foundations, and charts a course for its future. It aims to be a benchmark, offering both retrospective and prospective international perspectives to frame, assess, and synthesize the current state of industrial marketing. Emphasizing the industrial context, the handbook defines the boundaries of industrial marketing, differentiating it from consumer-focused approaches. It explores the distinctive characteristics of business-to-business products and services within industrial markets, acknowledging the specialized nature of these transactions. The edited collection aims for a holistic view of industrial marketing, encompassing organizational aspects, customer behavior, market research, customer value proposition, market segmentation, product innovation, product management, marketing communications, channels of distribution, and emerging industrial trends. This breadth ensures that readers gain a deep understanding of the multifaceted nature of industrial marketing. Recognizing the global nature of industrial markets, the handbook brings together leading scholars from around the world. This inclusivity ensures diverse perspectives, addressing global variations and challenges inherent in industrial marketing practices. The handbook is thematically organized into sections, each dedicated to a crucial aspect of industrial marketing. This structure allows for an in-depth exploration of specific topics, ensuring a nuanced examination of both traditional and contemporary industrial marketing issues. A dedicated section explores emerging industrial trends, ensuring the collection remains relevant in the face of evolving technologies and market dynamics specific to the industrial context. The Sage Handbook of Industrial Marketing is an essential resource for scholars, practitioners, and students seeking to navigate the complexities of industrial marketing and leverage opportunities within business-to-business transactions. Part 1: Field of Business-to-Business Marketing Part 2: Business-to-Business Organizations Part 3: Business-to-Business Customer Behavior Part 4: Business-to-Business Market Research Part 5: Business Customer Value Proposition Part 6: Market Segmentation and Positioning Part 7: Product Innovation Part 8: Product Management Part 9: Marketing Communications Part 10: Channels of Distribution Part 11: New Trends  

Table of Contents:
Part 1: Field of Business-to-Business Marketing Chapter 1: C2B2B: The Interplay of Consumer and Business Markets and the Rise of Marketing System - Michael Ehret Chapter 2: Characteristics of Business-to-Business (B2B) Products and Services (including High Tech) - Thomas Fotiadis, Konstantinos Rotsios, and Dimitris Folinas Chapter 3: Being a Business-to-Business (B2B) Marketer and what ‘Rules’ an Exchange - Pete Naudé and Katayoun Zafari Part 2: Business-to-Business Organizations Chapter 4: Sales and Sales Management for a Changing Digital World - Tobias Schäfers, Michel van der Borgh, and Deva Rangarajan Chapter 5: Managing International Products and Services in International Business-to-Business (B2B) Setting - Antonija Kvasina Kovacevic and Dario Miocevic Chapter 6: Customer Success Management - Michael Kleinaltenkamp, Katharina Prohl-Schwenke, and Laura Elgeti Part 3: Business-to-Business Customer Behavior Chapter 7: The Business-to-Business Buying Process: Models of Buyer Behavior - Pete Naudé and Katayoun Zafari Chapter 8: The Transformation of Organizational Buying: From Centers to Systems - Michael Ehret and Rotimi Olaniyan Chapter 9: Customer Experiences and Customer Journeys in Business-to-Business (B2B) Contexts - Harald Brege, Lisa Lundin, and Daniel Kindström Chapter 10: Business-to-Business Experience Reengineering through Big Data: Optimizing Interactions and Digital Strategies - Dimitrios P. Reklitis, Thomas Fotiadis, Damianos P. Sakas, Artemis G. Andreou, and Alkistis E. Papadopoulou Part 4: Business-to-Business Market Research Chapter 11: Digital transformation in Business-to-Business (B2B) Marketing - Vasiliki Balaska, Ioannis Kansizoglou, Konstantinos A. Tsintotas, and Antonios Gasterators Chapter 12: Business-to-Business (B2B) Market Research - Aikaterini Vassilikopoulou and Thomas Fotiadis Part 5: Business Customer Value Proposition Chapter 13: Fairness and Unfairness in Business Relationships: The Concepts, Its Dimensions, and Performance Outcomes - Tobias Grossmann, Michael Kleinaltenkamp, and Andreas Eggert Chapter 14: Life-Cycle Costing and Customer Value Analysis: Strategic Tools for Industrial Marketing - Maja Arslanagic-Kalajdzic Chapter 15: Just-in-Time and Other Inventory Strategies - Dimitris Folinas, Dimitris Aidonis, Naoum Tsolakis, and Thomas Fotiadis Part 6: Market Segmentation and Positioning Chapter 16: Business-to-Business (B2B) Marketing Strategic Planning: Aligning Corporate Strategy and Business-to-Business Marketing - Christina Öberg Chapter 17: Business-to-Business (B2B) Market Segmentation: A Strategic Integrative View on Decisions in the Segmentation Process - Ann Højbjerg Clarke and Per Vagn Freytag Chapter 18: Business-to-Business (B2B) Target Market Selection - Judy Zolkiewski, Jamie Burton, and Vicky M. Story Part 7: Product Innovation Chapter 19: Cross-functional and Strategic Issues in Business-to-Business (B2B) Product Development - Babu L. John-Mariadoss and C. Anthony Di Benedetto Chapter 20: An Overview of Stage-Gate® New Product Development Processes - Jeffrey B. Schmidt, Kumar Sarangee, and C. Anthony Di Benedetto Chapter 21: Agile Product Development - Kumar Sarangee, Jeffrey B. Schmidt, and C. Anthony Di Benedetto Chapter 22: Business-to-Business (B2B) Product Innovation - Konstantinos Z. Vasileiou Chapter 23: Contextualizing Open Innovation and Coopetition in Business-to-Business Model Innovation: A Narrative Review - Steven Pattinson, David M. Brown, and Nicole El Maalouf Part 8: Product Management Chapter 24: Risky Business: A Business-to-Business (B2B) Brand Management Review and Research Agenda - Brian P. Brown, Susan M. Mudambi, and Kunal Swani Chapter 25: Packaging from the Standpoint of Marketing and Supply Chain Management - Aggeliki Konstantoglou, Dimitris Folinas, Thomas Fotiadis, and Konstantinos Rotsios Part 9: Marketing Communications Chapter 26: Advertising in Business Markets - Miriam Guenther and Peter Guenther Chapter 27: Business-to-Business Advertising - Kostoula Margariti, Leonidas Hatzithomas, and Christina Boutsouki Chapter 28: Implementation of Customer Success Management through Modularization - Grgo Vukovic, Markus-Florian Seidel, and Selma Kadic-Maglajlic Chapter 29: Business-to-business (B2B) Marketing: An Integrative Review of Four Conceptual Archetypes - Josefin Wiik Part 10: Channels of Distribution Chapter 30: Business-to-Business Distributors - Catherine Pardo and Sophie Michel Chapter 31: Digitalization and AI in Business-to-Business (B2B) Supply Chain Context - Elviira Saarelma, Tommi Mahlamäki, and Aki Jääskeläinen Chapter 32: Exploring the Intellectual Foundations of Business-to-Business (B2) Marketing Channel Strategy and the Role of B2B Channel Members - Herbert Kotzab Chapter 33: Distribution networks within the digital realm - Dimitris Folinas, Rachel Argyropoulou, and Maria ARgyropoulou Part 11: New Trends Chapter 34: The Internet of Things: Reshaping Business-to-Business Marketing Relationships - Christine Falkenreck and Ralf Wagner Chapter 35: Digital Marketing Methods in Blockchain Applications: A Systematic Review - Nikolaos T. Giannakopoulos, Damianos P. Sakas, Thomas Fotiadis, Alkistis E. Papadopoulou, and Artemis G. Andreou Chapter 36: AI and Business-to-Business Marketing - Paul Smith Chapter 37: Branding the Nation? Sustainability in Global Value Chains - Peter Lund-Thomsen

About the Author :
Adam Lindgreen has completed studies in chemistry and physics (Copenhagen University) and engineering (the Engineering Academy of Denmark. He obtained a M.Sc. in food science and technology at the Technical University of Denmark; his eight-month long M.Sc. thesis was undertaken in collaboration with Danida in Denmark and Banco de Semillas Forestales in Nicaragua. He then earned an MBA at the University of Leicester. He received his Ph.D. in marketing from Cranfield University, with 18 months spent at University of Auckland’s Business School.  Adam Lindgreen’s first appointments were with the Catholic University of Louvain and Eindhoven University of Technology. Subsequently, he served as Professor of Marketing at Hull University’s Business School; at the University of Birmingham’s Business School, where he also was the research director in the Department of Marketing; and at the University of Cardiff’s Business School. Under his leadership, the Department of Marketing and Strategy at Cardiff Business School ranked first among all research-intensive marketing departments in Australia, Canada, New Zealand, the United Kingdom, and the United States. Since 2016, Adam Lindgreen has been Professor of Marketing at Copenhagen Business School, where he also heads the Department of Marketing. Under his leadership, the department’s number of AJG 3/4/4* journal articles and that of AJG 4/4* journal articles have increased with 925% and 600% respectively. Since 2018, Adam Lindgreen is Extraordinary Professor with University of Pretoria’s Gordon Institute of Business Science where he also is International Research Advisor.  Adam Lindgreen’s publications have appeared in academic journals, including Business Strategy and the Environment, the California Management Review, Entrepreneurship and Regional Development, Industrial Marketing Management, the International Journal of Management Reviews, the Journal of Advertising, the Journal of Business Ethics, the European Journal of Marketing, the Journal of Marketing Management, the Journal of the Academy of Marketing Science, the Journal of Product Innovation Management, the Journal of World Business, Organization Studies, Psychology & Marketing, and Supply Chain Management: An International Journal, among others.  Adam Lindgreen’s 31 books include The Emergence and Rise of Relationship Marketing (published Ph.D. thesis; 2000), A Stakeholder Approach to Corporate Social Responsibility (with Kotler, Vanhamme, and Maon; 2012), How to Fast-Track Your Academic Career (with Di Benedetto, Vanhamme, and Nicholson; 2021), Managing Market Relationships (2008), Public Value (with Koenig-Lewis, Kitchener, Brewer, Moore, and Meynhardt; 2019), and Sustainable Value Chain Management (with Maon, Vanhamme, and Sen; 2013). The recipient of the “Outstanding Article 2005” award from Industrial Marketing Management and the runner-up for the same award in 2006, Adam Lindgreen is co-editor-in-chief of Industrial Marketing Management. Furthermore, he is co-editor-in-chief of Routledge’s Food and Agricultural Marketing, a series of highly managerially relevant books published by Routledge.  Since 2016, Adam Lindgreen is a member of the International Scientific Advisory Panel of the New Zealand Food Safety Science and Research Centre (a partnership among government, industry organizations, and research institutions); since 2017, of the Chartered Association of Business Schools’ Academic Journal Guide (AJG) Scientific Committee in the field of marketing; and since 2020, of Det videnskabelige Råd for Lex.dk. Thomas Fotiadis is an Associate Professor of Marketing and Head of the Marketing Laboratory at the Department of Production Engineering and Management of the Democritus University of Thrace. He holds a post-doctoral degree in modern advanced statistical methods for the science of marketing and a Ph.D. in marketing (High Technology). In addition, he holds an M.Sc. in business administration, and an M.Sc. in business computing. His first degree is in economic science. He has more than 22 years of teaching experience at both undergraduate and postgraduate level, in Greek and International Universities and Higher Technological Institutions. Thomas Fotiadis’ scientific work has been published in international scientific journals, including the Journal of World Business, the Journal of Tourism Management, the Journal of International Marketing, the Journal of International Business Review, the Psychology & Marketing Journal, and the Journal of Applied Business Research.  He has published more than 100 articles in journals, international conferences and book chapters. Additionally, he has published Strategic Marketing for High Technology Products: An Integrated Approach (Routledge, 2018), Marketing and Supply Chain Management: A Systemic Approach (Routledge, 2017), The Customer Value Chain: Integrating Marketing and Supply Chain Management (Routledge, 2021), and he has edited and authored numerous scientific books in the field of marketing (in the Greek language).   Dr. Folinas Dimitris is a Professor at International Hellenic University in the Department of Supply Chain Management. He holds a Ph.D. in Applied Informatics from the University of Macedonia, Thessaloniki, Greece, and a Master of Information Systems from the same Institution. For more than 20 years, he has held various teaching posts with the Liverpool University (UK), Hellenic Open University (Greece), and the University of Macedonia (Greece), teaching mainly Information Systems, Enterprise Information Systems, and Logistics and Supply Chain Management. He is the author and co-author of over 280 research publications, 10 books, and as a researcher, he has prepared, submitted, and managed a number of projects funded by National and European Union research entities such as Attracting Leading Scientists to Russian Educational Institutions, Eurostars Programme, FRS-FNRS. His research interests and working experiences refer to enterprise information systems, as well as, logistics & supply chain management and technologies.

Review :
A landmark achievement. The Sage Handbook of Industrial Marketing is a critical resource for the business-to-business marketing scholar. The book goes beyond mere important topics and engages with the complexities of the modern era. The organisation of the topics is logical yet allows the reader to explore phenomena often neglected in mainstream science. It deserves reading with intention and assists its audience in their strive for greater insight. Destined for a permanent place on my desk. The Sage Handbook of Industrial Marketing, expertly edited by Lindgreen, Fotiadis, Pardo, Di Benedetto, Folinas, and Naudé, offers a comprehensive and insightful discussion of Industrial Marketing. Covering crucial yet often overlooked topics—such as B2B organization, understanding the B2B customer, customer value propositions, and the transformative impact of AI and big data—this volume is an essential resource for scholars. It is sure to ignite new discussions and move the field of Industrial Marketing forward.   Are you looking for a state-of-the-art research handbook about the sector of the economy pivotal to economic growth and paying the bill for widespread sustainability and digital transformations? I would recommend students and researchers alike to consider this book as a go-to resource for understanding B2B markets. Based on a multiplicity of theoretical perspectives, this Handbook is a research-led tour de force of the past, present and future of the industrial marketing field. The Sage Handbook of Industrial Marketing provides a comprehensive and in-depth review of all aspects of business-to-business marketing. From customer behavior to marketing strategies and tactics, from marketing research to innovation, from established practice to the latest trend, experts in the field offer insights into the unique challenges and effective strategies in managing business-to-business marketing. The book is a much-needed resource for researchers, educators, and practitioners.  The Sage Handbook of Industrial Marketing includes extensive coverage of critical current and future issues making it essential reading for both academic and practitioner professionals alike.  Authors include some of the most prolific and critical B2B thinkers of our time whose thought-provoking ideas make important contributions to the discipline.   The Sage Handbook of Industrial Marketing is an invaluable resource for anyone engaged in the dynamic and complex realm of industrial marketing. This comprehensive handbook not only delineates the boundaries of industrial marketing but also delves deeply into its historical foundations and forecasts its future directions. In an era marked by rapid technological advancements and globalization, the handbook stands out as a benchmark in the field. It offers both retrospective and forward-looking perspectives, which are crucial for understanding and navigating the ever-evolving landscape of industrial marketing.   The Sage Handbook of Industrial Marketing, edited by Adam Lindgreen et al., fulfils a strong need for a comprehensive academic resource providing marketing scholars with a holistic view of industrial marketing. The handbook successfully integrates diverse perspectives addressing global challenges and responding to technological advancements, exploring the distinctive characteristics of business-to-business marketing, and outlining the multifaceted nature of industrial marketing. The handbook’s thematic organization makes it easier for scholars to utilize. I am confident that the handbook will remain relevant for a long time as industrial markets continue to see the transformation of technologies and market dynamics.   I would have greatly appreciated having a book like this when I first dived into the field of industrial marketing: one that not only synthesizes complex ideas with clarity but also connects them to real-world relevance and application. It is a guide, a reference, and a source of insight all in one. This book is an invaluable resource for anyone looking to understand the breadth and depth of industrial marketing. It offers a clear, comprehensive, and thoughtfully structured exploration of the field—covering both foundational concepts and contemporary developments.