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

Catherine Pardo – författare

The Sage Handbook of Industrial Marketing