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Bachelor of Business: BUMAR301A Business to Business Marketing

Recommended Text

Business marketing management : B2B (2024) - eBook and book by Michael D. Hutt; Thomas W. Speh; Douglas Hoffman

Weekly Readings

Focus Reading

Almquist, E, Cleghorn, J & Sherer, L 2018, ‘The B2b elements of value: interaction’,
Harvard Business Review, vol. 96, no. 3, p. 18, viewed 14 February 2022, Business Source Complete.

Other Readings

Britt, P 2020, ‘Whether B2B or B2C buyers are still human: regardless of who’s the marketing target, companies can draw on similarities to improve outreach efforts’,
CRM Magazine, vol. 24, no. 9, pp. 26-29, viewed 18 February 2022, Business Source Complete.
Dotzel, T & Shankar, V 2019, ‘The relative effects of business-to-business (vs. business-to-consumer) service innovations on firm value and firm risk: an empirical analysis’,
Journal of Marketing, vol. 83, no. 5, pp. 133-152, viewed 17 February 2022, Business Source Complete.
Reklaitis, K & Pileliene, L 2019, ‘Principle differences between B2B and B2C marketing communication processes’,
Management of Organizations: Systematic Research, no. 81, pp. 73-86, viewed 17 February 2022, Business Source Complete.

Focus Readings

Harney, P 2019, ‘Make customers your best salespeople: the advocacy of a satisfied customer can make all the difference in B2B sales’,
CRM Magazine, vol. 23, no. 3, p. 5, viewed 14 February 2022, Business Source Complete.
Klie, L 2018, ‘The four stages of content consumption: the content that B2B audiences consume reflects their position in the conversion funnel, research finds’,
CRM Magazine, vol. 22, no. 8, p. 14, viewed 14 February 2022, Business Source Complete.

Focus Readings

Balis, J 2021, ‘10 truths about marketing after the pandemic’,
Harvard Business Review Digital Articles, 10 March, pp. 1-11, viewed 14 February 2022, Business Source Complete.
Del Rowe, S 2017, ‘Making it personal for every customer: while personalization for a small group of customers is simple, achieving personalization at scale requires a combination of strategy and technology’,
CRM Magazine, vol. 21, no. 12, pp. 28-32, viewed 14 February 2022, Academic Search Complete.
Eggert, A, Ulaga, W & Gehring, A 2020, ‘Managing customer success in business markets: conceptual foundation and practical application’,
Journal of Service Management Research (SMR), vol. 4, no. 2/3, pp. 121–132, viewed 14 February 2022, Business Source Complete.

Focus Readings

De Driedonks, B & Paulowsky, R 2020, ‘Two ingredients for successful B2B sales: agility and stability’,
McKinsey Insights, 23 April, p. N.PAG, viewed 14 February 2022, Business Source Complete.
Griffin, R 2015, International business: a managerial perspective,
Pearson, Boston.
Chapter 16 International marketing, pp. 470-497.
Shawhan, G 2021, ‘Value sectors and their relationship to business positioning’,
Coatings World, vol. 26, no. 1, pp. 21-22, viewed 14 February 2022, Business Source Complete.

Focus Reading

Greyser, SA & Urde, M 2019, ‘What does your corporate brand stand for?’,
Harvard Business Review, vol. 97, no. 1, pp. 80-88, viewed 14 February, Business Source Complete.

Focus Reading

Royo-Vela, M & Velasquez Serrano, M 2021, ‘Value co-creation process and measurement in 4.0 SMEs: an exploratory research in a B2B marketing innovation context’,
Administrative Sciences (2076-3387), vol. 11, no. 1, pp. 1-13, doi:10.3390/admsci11010020

Focus readings

Maxwell, C & Kominers, SD 2021, 'What makes an online marketplace disruptive?',
Harvard Business Review Digital Articles, pp. 1-10, viewed 8 December 2022, Business Source Complete.
Viki, T, Osterwander, A & Pigneur, Y 2020, 'Every company needs an entrepreneur in the C-Suite',
Harvard Business Review Digital Articles, pp. 2-5, viewed 8 December 2022, Business Source Complete.

Focus readings

'Creating strong digital B2B channels at industrial companies', 2021,
McKinsey Insights, viewed 8 December 2022, Business Source Complete.
'Omnichannel in B2B sales: the new normal in a year that has been anything but' 2021,
McKinsey Insights, viewed 8 December 2022, Business Source Complete.

Focus reading

Hutt, M & Spek, T 2021, Business marketing management: B2B,
12th edn, Cengage, viewed 8 December 2022, ProQuest eBook Central. (Chapter 11)

Focus reading

Farres, R 2013, 'Optimal pricing models at business-to-business organizations',
Velocity, vol. 15, no. 1, pp. 34-35, viewed 8 December 2022, Business Source Complete.

Focus reading

Zoltners, AA, Sinha, PK, Lorimer, SE & Shastri, A 2021, 'B2B customers expect more than ever: demand centers can help'
Harvard Business Review Digital Articles, pp. 1-6, viewed 8 December 2022. Business Source Complete.

Recommended Websites

Recommended Readings

Adamson, B & Spenner, P 2016, ‘Avoid these common B2B content marketing mistakes’,
Harvard Business Review Digital Articles, 2 October, pp. 2-4, viewed 6 December 2020, Business Source Complete.
Bachkirov, AA 2016, ‘Organizational buying behavior in non-western contexts’,
Advances in Business-Related Scientific Research Journal, vol. 7, no. 1, pp. 1-11, viewed 6 December 2020, Business Source Complete.
Cooper, RG & Edgett, SJ 2012, ‘Best practices in the idea-to-launch process and its governance’,
Research Technology Management, vol. 55, no. 2, pp. 43-54, doi:10.5437/08956308X5502022
Cooper, RG 2013, ‘Where are all the breakthrough new products?’,
Research Technology Management, vol. 56, no. 5, pp. 25-33, doi:10.5437/08956308X5605123
Desmet, B 2016, ‘The impact of strategy on supply chain and forecasting’,
Foresight: The International Journal of Applied Forecasting, no. 43, pp. 4-11, viewed 7 December 2020, Business Source Complete.
Friend, SB & Hamwi, GA 2011, ‘Buyer-seller relationships within a multisource context’,
Journal of Personal Selling & Sales Management, vol. 31, no. 4, pp. 383-396, doi:10.2753/PSS0885-3134310402
Gagnon, E 2016, ‘The marketer’s action Plan (MAP): six steps to developing effective marketing plans in B2B marketing programs’,
International Management Review, vol. 12, no. 2, pp. 56-59, viewed 7 December 2020, Business Source Complete.

Kaar, C & Stary, C 2019, ‘Intelligent business transformation through market‐specific value network analysis: structured interventions and process bootstrapping in geomarketing’,
Knowledge & Process Management, vol. 26, no. 2, pp. 163-181, viewed 15 February 2022, Academic Search Complete.
Katona, Z & Sarvary, M 2014, ‘Maersk line: B2B social media -"It’s communication, not marketing"’,
California Management Review, vol. 56, no. 3, pp. 142-156, doi:10.1525/cmr.2014.56.3.142
Lingqvist, O, Plotkin, CL & Stanley, J 2015, ‘Do you really understand how your business customers buy?’,
McKinsey Quarterly, no. 1, pp. 74-85, viewed 7 December 2020, Business Source Complete.
Mittal, V, Han, K, Lee, JY & Sridhar, S 2021, ‘Improving business-to-business customer satisfaction programs: assessment of asymmetry, heterogeneity, and financial impact’,
Journal of Marketing Research (JMR), vol, 58, no.4, pp. 615-643. doi:10.1177/00222437211013781
O’Sullivan, D & Abela, AV 2010, ‘Proving marketing success pays off!’,
GfK-Marketing Intelligence Review, vol. 2, no. 2, pp. 42-49, doi:10.2478/gfkmir-2014-0062
Reza, S, Ho, D, Ling, R, Hongyan S & Calvert, G 2021, ‘Don’t count on free trials to win you customers’,
Harvard Business Review Digital Articles, 7 January, pp. 1-4, viewed 15 February 2022, Business Source Complete.
Roland, J 2021, ‘Multimedia means engagement’,
MultiLingual, vol. 32, no. 2, pp. 64-69, viewed 15 February 2022, Business Source Complete.
Ronchi, S 2011, ‘Collaborative markets in B2B relationships’,
Supply Chain Forum: International Journal, vol. 12, no. 3, pp. 22-34, doi:10.1080/16258312.2011.11517270

Schultz, RJ 2012, ‘An exploratory study of social media in business-to-business selling’,
Marketing Management Journal, vol. 22, no. 2, pp. 76-89, viewed 7 December, Business Source Complete.
Sood, SC & Pattinson, HM 2012, ‘21st century applicability of the interaction model’,
Journal of Customer Behaviour, vol. 11, no. 2, pp. 117-128, doi:10.1362/147539212X13420906144598
Tapscott, D & Vargas, RV 2021, ‘Blockchain is changing how companies can engage with customers’,
Harvard Business Review Digital Articles, 6 January, pp. 2-5, viewed 15 February 2022, Business Source Complete.
Theron, E & Terblanche, NS 2010, ‘Dimensions of relationship marketing in business-to-business financial services’,
International Journal of Market Research, vol. 52, no. 3, pp. 383-402, doi:10.2501/S1470785310201326
Tompkins, J 2014, ‘Parting the ways for supply chain excellence’,
Industrial Engineer: IE, vol. 46, no. 5, pp. 34-39, viewed 7 December 2020, Business Source Complete.
Woodcock, N, Green, A & Starkey, M 2011, ‘Social CRM as a business strategy’,
Journal of Database Marketing & Customer Strategy Management, vol. 18, no. 1, pp. 50-64,
doi:10.1057/dbm.2011.7
Zaki, M, McColl-Kennedy, JR & Neely, A 2021, ‘Using AI to track how customers feel - in real time’,
Harvard Business Review Digital Articles, 4 May, pp. 1-8, viewed 15 February 2022, Business Source Complete.