Glossary
- AMA:
-
American Marketing Association
- ARA analysis:
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Consideration of the actor bonds, resource ties, and activity links that connect the parties in an industrial network
- B2B:
-
Acronym for “business-to-business”
- B2C:
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Acronym for “business-to-consumer”
- Decision-making unit:
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The team of managers who are involved, both directly and indirectly, in making organizational purchasing decisions
- IMP Group:
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International group of researchers who collaborate on business-to-business relationships research (see www.impgroup.org)
- Marketing mix (approach):
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An approach to marketing based on the ideas that the buyer and seller operate independently and that the marketer is the active participant while the buyer simply responds to the seller’s marketing mix. The marketing mix is the combination of stimuli (such as product design, advertising, social media, pricing, customer...
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References
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Ford D (ed) (2001) Understanding business marketing and purchasing. Routledge, London
Ford D, Håkansson H (2006) IMP – some things achieved: much more to do. Eur J Mark 40(3–4):248–258
Ford D, Mouzas S (2008) Is there any hope? The idea of strategy in business networks. Australas Mark J 16(1):64–78
Håkansson H (ed) (1982) International marketing and purchasing of industrial goods: an interaction approach. Wiley, Chichester (With the permission of the authors and the publisher, this work is available for free download at http://www.impgroup.org/books.php)
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Recommended Reading
Brennan R, Canning L, McDowell R (2014) Business-to-business marketing. Sage, London
Ford D, Gadde L-E, Håkansson H, Snehota I (2011) Managing business relationships. Wiley, Chichester
Håkansson H, Snehota I (1990) No business is an Island: the network concept of business strategy. Scand J Manag 14(3):177–200
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Brennan, R. (2018). Business-to-Business Marketing. In: Alhajj, R., Rokne, J. (eds) Encyclopedia of Social Network Analysis and Mining. Springer, New York, NY. https://doi.org/10.1007/978-1-4939-7131-2_270
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