Field guide to case study research in business-to-business marketing and purchasing /

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This accessible field guide covers practical steps and contributes to behavioral theory by reporting intricate details on the strategies implemented by business-to-business firms within an inter-firm context. The coverage is deep, broad, and unique--the authors of the 14 papers all adopt the underst...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Woodside, Arch G. (Editor ), Pattinson, Hugh M. (Editor ), Marshall, Roger (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bingley, U.K. : Emerald Publishing, 2014.
Colección:Advances in business marketing & purchasing ; 21.
Temas:
Industrial marketing.
Purchasing.
Marketing industriel.
Achat.
Sales & marketing.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Deal-making negotiations by governments and major product suppliers : a case study of the U.S. Department of Defense and Airbus vs. Boeing / Michael Kleinaltenkamp, Ronny Behrens, Stefanie Reh
  • The parable of a little research : making money from an internet trading portal / Roger Marshall, Poh Tze Peng
  • Building relationships for survival : coping media industry dynamics / Thomas Mejtoft
  • Barriers to innovation diffusion in industrial networks : a systematic combining approach / Juho-Petteri Huhtala [and others]
  • Using discourse analysis in case study research in business-to-business contexts / Nick Ellis, Michel Rod
  • Ethnographic research in service marketing : theory, methods, and practice / Catharina von Koskull
  • A primer to the general theory of behavioral : strategies in business-to-business marketing / Arch G. Woodside
  • B2B interactions at trade fairs and relationship quality : a conceptual approach / Maria Sarmento, Cláudia Simõnes, Minhoo Farangmehr
  • Implementing strategic changes to generate sustainable competitive advantage / Rubén Llop, Iñaki García-Arrizabalaga
  • Making sense of marketing decision systems through pictorial representation : decision system analysis / Roger Marshall, David Bibby, WoonBong Na
  • New B2B methods, techniques, and technologies for capturing insights of major account managers : developing B2B communities for energy supply / Suresh C. Sood, Hugh M. Pattinson
  • Factors driving manufacturing flexibility : the Taiwanese case / Wen-Hsiang Lai, Roger Marshall
  • Using case based research for agent-based modelling / Sharon Purchase, Sara Denize, Doina Olaru.

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