The Sage Handbook of Industrial Marketing

1. Auflage 2026
ISBN: 978-1-0362-0127-2
Verlag: Sage Publications Ltd

Buch, Englisch, 664 Seiten, Format (B × H): 174 mm x 246 mm

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

Autoren/Hrsg.

Lindgreen, Adam

Di Benedetto, C. Anthony

Fotiadis, Thomas

Pardo, Catherine

Folinas, Dimitris

Naude, Pete

Naudé, Pete

Inhaltsverzeichnis

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

Über Autor(innen)

Folinas, Dimitris
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.

Lindgreen, Adam
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.

Fotiadis, Thomas
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).