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
Industry Reviews
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. -- Gert Human The Sage Handbook of Industrial Marketing, expertly edited by Lindgreen, Fotiadis, Pardo, Di Benedetto, Folinas, and Naude, 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. -- Erik Mooi 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. -- Debbie Harrison 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. -- Anna Cui 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. -- Sharon Purchase 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. -- Arun Sharma 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. -- Raj Agnihotri 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. -- Sabrina Thornton
