The future of B2B marketing theory: A historical and prospective analysis

2017 ◽  
Vol 66 ◽  
pp. 90-102 ◽  
Author(s):  
Roberto Mora Cortez ◽  
Wesley J. Johnston
Keyword(s):  
Prospective Analysis ◽  
Marketing Theory ◽  
B2b Marketing ◽  
The Future

scholarly journals POLICY STRATEGY TO MANAGE SUSTAINABILITY OF SITU (SMALL LAKE) KEDAUNG IN PAMULANG DISTRICT, SOUTH TANGERANG, BANTEN-INDONESIA

2019 ◽  
Vol 12 (2) ◽  
Author(s):  
Agus Susanto
Keyword(s):  
City Government ◽  
Social Dimension ◽  
Prospective Analysis ◽  
Economic Dimension ◽  
Five Dimensions ◽  
Small Lake ◽  
The Future ◽  
The Status ◽  
Sustainable Conservation ◽  
Index Value

South Tangerang City Government set it Situ (small lake) Kedaung as one of the conservation program, because of 9 there were 4 of which have been lost or switching functions, and 3 endangered missing, one of them is Situ Kedaung. For it is necessary to study the level of sustainable conservation to utilization Situ Kedaung. This study aims to analyze the index and status sustainability of 5 (five) dimensions of sustainability, using the data step Multi-Dimensional Scaling (MDS), and the results are expressed in the form of index and status of sustainability. To determine the attributes that are sensitive and affect the index and status sustainability and influence of Laverage and Montecarlo analysis. As for the scenarios increase the sustainability of the future status is a prospective analysis. The analysis showed that the ecological dimensions of sustainability are at less status (37.32), the economic dimension is the less sustainable status (26.05), the social dimension is the less sustainable status (40.28), the dimensions of the technology is fair sustainable status (57.20), and institutional dimensions are less sustainable (26.91). The results of the analysis of all the dimensions of sustainability for situ Kedaung is included in the category or status less sustainable with index value of 36.65. Of the 37 attributes that were analyzed, there were 14 attributes that need to be addressed as it is sensitive affect. Based on a prospective analysis, there are 5 critical attributes that must be managed in order to maintain sustainability. These five attributes include: water pollution, eco-tourism, conservation, community income, and local regulatory agencies, hereinafter referred to as key attributes. To improve the status of sustainability in the future (over the medium and long term), there are three scenarios : (1) Conservative-Pessimistic (survive the conditions that exist while holding make shift repairs), (2) moderate- Optimistic (make improvements but not optimal) and (3) Progressive- Optimistic (make comprehensive and integrated improvements).

A Rhetoric on Diversity and Marketing Theory

2015 ◽  
pp. 107-115 ◽  
Author(s):  
Noha El-Bassiouny
Keyword(s):  
Ethnic Groups ◽  
Marketing Theory ◽  
The Future ◽  
Islamic Civilization ◽  
Theistic Science ◽  
Research Domain

The purpose of this chapter is to present a highlight of how Islam, and thereby Islamic marketing as an emerging research domain, fits within mainstream marketing thought given the marginalization of some ethnic groups and the calls for diversity therein. The chapter argues that the Islamic paradigm can integrate within marketing theory in light of the critical marketing discourse, whilst creating a “theistic science” that links to Islamic civilization and builds a bridge to the future of this science.

Development of B2B marketing theory

2013 ◽  
Vol 42 (3) ◽  
pp. 294-305 ◽  
Author(s):  
Amjad Hadjikhani ◽  
Peter LaPlaca
Keyword(s):  
Marketing Theory ◽  
B2b Marketing

Think outside the box: managerial relevance and theoretical developments within B2B marketing

2014 ◽  
Vol 29 (7/8) ◽  
pp. 642-651 ◽  
Author(s):  
Cecilia Anna Cederlund
Keyword(s):  
Theory Development ◽  
Research Process ◽  
Marketing Theory ◽  
Relevant Research ◽  
Content Type ◽  
B2b Marketing ◽  
Knowledge Accumulation ◽  
Accumulation Mode ◽  
Equal Importance ◽  
Theoretical Developments

Purpose – This article aims to identify methodological openings and barriers for using managerial relevance as a method to further business to business (B2B) marketing theory. Design/methodology/approach – There is currently an imbalance between two research modes; notably, the normative knowledge accumulation mode confers scant space to the solution mode. This negatively affects both the production of managerially relevant research and theoretical developments within B2B marketing which, in turn, hinders the development of marketing as an applied science. Against the background of an upgraded methodological cartography, emphasizing the equal importance of the two research modes, this article illustrates the context of using managerial relevance as a method to forward B2B marketing theory. An aggregate picture of corresponding calls in the literature shows why this is important. Findings – Calls for increased managerial relevance and methodological diversity outside the normative knowledge accumulation mode will face difficulties in terms of changing researcher behavior, as long as the biased relationship between the two research modes persists. For managerially relevant research to increase, and for B2B marketing science to progress, underlying assumptions of different methodological stances have to be uncovered, calling for increased methodological clarity. Research implications – To prevent a relapse, the analysis suggests a further strategy by which to modify schematic models to study organizational change and behavior. Practical implications – A more significant role attributed to managerial relevance for theory development early in the research process, permits to align the perspectives of research with the needs of practice and will decrease the research–practice gap. Originality/value – The article pinpoints two research modes and three epistemological stances – predict, describe and depict – which sharpens methodological clarity beyond traditional qualitative–quantitative, and conceptual–empirical classifications.

scholarly journals Development scenario of collaborative management at Bantimurung Bulusaraung National Park, South Sulawesi Province

2017 ◽  
Vol 6 (1) ◽  
pp. 31
Author(s):  
Abdul Kadir Wakka ◽  
San Afri Awang
Keyword(s):  
Human Resource ◽  
National Park ◽  
Management Strategy ◽  
Local Communities ◽  
Collaborative Management ◽  
Prospective Analysis ◽  
Key Factors ◽  
Collaborative Development ◽  
South Sulawesi ◽  
The Future

Collaborative management is the most appropriate strategy in an effort to accommodate the interests of local communities in the management of protected areas. Success of collaborative management is highly dependent on the extent of  identification of key factors for strategy success  to compile scenarios into operational recommendations. This study aimed to formulate a collaborative management strategy for Bantimurung Bulusaraung National Park (Babul NP) based on scenarios that may occur in the future. The study was conducted by observation, interviews and questionnaires to a number of expert informants and literature studies. Data was analyzed using a prospective analysis. The results showed that the development of collaboration in the future is an optimistic scenario with the increasing awareness of the interdependence of interests, improving human resource competencies, collaboration, the ability to build networks with other stakeholders, improving the ability to coordinate with relevant stakeholders and the ability to establish cooperation with them and the adequation of goverment policies to give a place to people in the utilization of the Babul NP. Application of collaborative development scenario is expected to improve Babul NP management.

A Rhetoric on Diversity and Marketing Theory

2015 ◽  
pp. 1904-1910
Author(s):  
Noha El-Bassiouny
Keyword(s):  
Ethnic Groups ◽  
Marketing Theory ◽  
The Future ◽  
Islamic Civilization ◽  
Theistic Science ◽  
Research Domain

The purpose of this chapter is to present a highlight of how Islam, and thereby Islamic marketing as an emerging research domain, fits within mainstream marketing thought given the marginalization of some ethnic groups and the calls for diversity therein. The chapter argues that the Islamic paradigm can integrate within marketing theory in light of the critical marketing discourse, whilst creating a “theistic science” that links to Islamic civilization and builds a bridge to the future of this science.

scholarly journals Towards a spectacularly dynamic and pluralist “normal science”: pragmatism, communication, IMP and BtoB marketing research

2020 ◽  
Vol 35 (11) ◽  
pp. 1739-1749
Author(s):  
Sid Lowe ◽  
Michel Rod ◽  
Ki-Soon Hwang
Keyword(s):  
Research Agenda ◽  
Critical Role ◽  
Marketing Research ◽  
Research Process ◽  
Marketing Theory ◽  
Conceptual Blending ◽  
Content Type ◽  
B2b Marketing ◽  
American Pragmatism ◽  
Theoretical Evolution

Purpose The purpose of this paper is to promote the use of pragmatism within industrial marketing and purchasing (IMP), business-to-business (B2B)/network research with its enhanced emphasis on developing adaptable, workable solutions to practical problems. The usability of findings and the study produced means that implications and impact become a natural part of the research process rather than an afterthought concluding a research project. Although the reader might feel that the approach oscillates between viewing pragmatism in its everyday sense (through the use of terminology such as “a pragmatic approach […].,” the intent is to elevate the discussion to one where pragmatism is viewed as a guiding philosophy. Design/methodology/approach It blends literature review and conceptual contemplation and challenges convention by “reading against the grain” (Brown and Wijland, 2018). Findings The authors do this to challenge convention and advocate for pluralism and diversity, theoretical evolution based on empirical evidence and increased sensitivity to the critical role of discourse, semiotics and abduction as a catalyst between theory, method and empirical activities. This conceptual blending portrays “activities” and beliefs as mutually constituted through the symbolic mediation of rhetoric and discourse. Research limitations/implications Existing elements of American pragmatism and discourse are identified as already a tacit constituent of the IMP oeuvre. Combining these approaches more explicitly is advocated as a suitable basis for a potential future “IMP 3” research agenda with significant potentials afforded to IMP and B2B marketing research. Originality/value This paper contributes to the development and dissemination of alternative and critical perspectives in marketing theory. The implication is that activities must usually be justified by actors within communication as believable and this process always involves mixtures of rational and non-rational appeals. Existing elements of American pragmatism and discourse are identified as already a tacit constituent of the IMP oeuvre. Combining these approaches more explicitly is advocated as a suitable basis for a potential future “IMP 3” research agenda with significant potentials afforded to IMP and B2B marketing research.

scholarly journals Context into text into context: marketing practice into theory; marketing theory into practice

2015 ◽  
Vol 33 (7) ◽  
pp. 1027-1046 ◽  
Author(s):  
Terry Smith ◽  
Tom Williams ◽  
Sid Lowe ◽  
Michel Rod ◽  
Ki-Soon Hwang
Keyword(s):  
Marketing Theory ◽  
Marketing Practice ◽  
Content Type ◽  
B2b Marketing ◽  
Theory To Practice ◽  
Case Methodology ◽  
Cyclical Process ◽  
Practice Marketing ◽  
Practical Implications

Purpose – The purpose of this paper is to explore the dynamics of marketing practice and theory in arguing that much of the dislocation between strategy and practice is due to the inheritance and internalisation of often impractical but persistently dominant, tacit Cartesian assumptions. Design/methodology/approach – This paper uses case methodology to examine the marketing theory into practice/marketing practice into theory conundrum and explores: their separation (marketing theory and marketing practice); their flows (context to text to context: theory into practice/practice into theory); their symbiosis (the praxis of marketing); and the dynamic and static (in situ/in aspic) nature of their duality. This work is an exploratory empirical study undertaken in what is a very under-researched area. Findings – In this paper, marketing theory and marketing practice are recognised as occupying different epistemes. The lifeworld of marketing theorising appears as characterised by a relatively homogenous and mostly cognitive world dominated by rationality and empirical rigour. By contrast, the embodied practitioner inhabits a more highly segmented, fragmented, heterogeneous and frequently improvised landscape. Practical implications – The authors propose that the all-consuming clamour for reliance and relevance of theory to practice dictates that the form, function and philosophy of marketing must be co-created in the practical pragmatism of praxis. Praxis is practice informed by theory and theory informed by practice, a cyclical process of experiential, contextual learning. Originality/value – The paper appears to be the first to bring together Cartesian thought and the practice-theory divide in B2B marketing theory.

scholarly journals FUTURE MARKETING IN B2B SEGMENT: INTEGRATING ARTIFICIAL INTELLIGENCE INTO SALES MANAGEMENT

2020 ◽  
Author(s):  
Koldyshev Maxim Vladimirovich
Keyword(s):  
Artificial Intelligence ◽  
Sales Management ◽  
Personal Data ◽  
B2b Marketing ◽  
Human Needs ◽  
Customer Information ◽  
The Future ◽  
Data Market ◽  
High Level ◽  
Sales Systems

The technological phenomenon of artificial intelligence transforms B2B marketing and approaches to the formation of product value, sales and service. The case study allowed the author to examine and summarize the experience of large companies in integrating artificial intelligence into the sales management system, marketing and service. The article identified three problems of B2B companies’ sales system: incomplete, unreliable data, lack of interaction between marketing and sales systems, dynamic growth of personal data volume. The study proves economic efficiency of the integration of artificial intelligence, which solves these problems. The future of marketing was identified based on the latest trends in the B2B segment. In the future, industrial marketing will be determined by the accuracy, reliability of customer information, a high level of accuracy of demand forecasts, a shortened cycle of trade agreements, increasing level of effectiveness of cooperation between marketing and sales departments. The integration of artificial intelligence into sales management will finally complete the era of digital marketing in the B2B segment and will be the beginning of the era of “human” marketing. The latter will mean that in the context of a regulated digital private B2B data market, marketing will be focused on human needs with an accurate predictable understanding of customer needs.

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