Toward a model of business-to-business marketing communications effects

Article Abstract:

Inherent differences between business-to-business marketing and consumer marketing results in important differences in how marketing communications tools are processed and acted on by their targets. A model of business-to-business marketing communications effects should consider these differences and adequately explain both internal reactions to advertisements and externally directed influence toward other members of a buying center. We suggest a typology of contextual differences between consumer and business-to-business marketing communications and develop an explanatory model of business-to-business marketing communications effects. The model is congruent with both existing buying center behavior models and an information processing approach to attitude formation. Both emotional and cognitive responses to marketing communications stimuli are related to personal influence attempts within an organizational buying center. Finally, a research agenda is proposed and practical implications for marketing managers are discussed. (Reprinted by permission of the publisher.)

Models, Marketing communications

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An evaluation of divergent perspectives on customer relationship management: Towards a common understanding of an emerging phenomenon

Article Abstract:

The studies have stated that due to the highly publicized failure of customer relationship management initiatives, academic research on customer relationship management has begun to flourish and the literature appears to be inconsistent to the lack of common conceptualization. The analysis of process, strategy, philosophy, capability, and technology-based customer relationship management perspectives is provided with a comprehensive framework intended to aid marketers in their quest to achieve success.

Marketing procedures, Venture Analysis, Business enterprises, Customer relationship management, Customer relations

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Beyond the dyad: electronic commerce and network perspectives in industrial marketing management

Article Abstract:

This article examines the impact of electronic commerce systems on industrial marketing in the business-to-business sector. The transition from a dyadic business model with one buyer and one seller, to a network model is addressed.

Marketing, Methods, Analysis, Management, Electronic commerce, E-commerce, Organizational research

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