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Mark S. Glynn is an Associate Professor of Marketing at the Business and Law Faculty, AUT University, Auckland, New Zealand. He obtained his PhD in marketing from the University of Auckland. In 2006, Mark won the Emerald/EFMD best thesis award for outstanding doctoral research in the category of marketing strategy. His research experience is in the areas of branding, relationship marketing, business-to-business marketing, and retail channels. Mark Glynn's business-to-business research appears in Industrial Marketing Management, the European Journal of Marketing, Journal of Business Research, Journal of Business & Industrial Marketing, Advances in Business Marketing & Purchasing, Australian Marketing Journal, and Marketing Theory. He also serves on the editorial boards of Industrial Marketing Management and the Journal of Business & Industrial Marketing.

Business‐to‐business marketing has come of age in the last three decades and research in this area has been extensive and impressive. This paper examines the extant body of business‐to‐business marketing research and identifies surpluses and shortages with the goal of stimulating future research.

This paper focuses on two questions regarding future business‐to business marketing. First, what has been the focus of understanding in business‐to‐business marketing theory and what should be its future focus? Second, what has been the purpose or objective to study business‐to‐business marketing and what should be the future objective for research?

It is found that research in business‐to‐business marketing is fundamentally changing and will continue to change. The paper identifies areas of business‐to‐business marketing research that have received surplus attention and areas that require additional attention.

The paper provides guidelines for future exploration of the business‐to‐business research domain.

The paper is analogous to the widely cited paper by Sheth (1979) that reviewed the state of consumer behavior research and identified areas that had been unexplored or under‐explored, and in the process provided an impetus for new research in consumer behavor.

With the publication of Volume 10 Number 4 1995, the Journal of Business & Industrial Marketing (JBIM) celebrated its tenth anniversary. Over the years, JBIM has emerged as a leading journal in the area of business‐to‐business marketing. To commemorate this achievement, examines the contributions of the Journal of Business & Industrial Marketing to the marketing field, in general, and to the more specific sub‐area of business‐to‐business marketing in particular. To accomplish this, reviews the origins of JBIM and provides an analysis of the nature of the articles published and contributors’ backgrounds. In addition, presents an overview of the journal’s history, contributions and content, along with some interesting summary statistics. Finally, discusses JBIM’s past and present objectives, as well as its current positioning, recent developments and future directions.

The perceptions of 497 consumers of the various philosophies involved in the evolution of marketing thought — product, selling, marketing and societal marketing concepts are examined. Results show that the sample fails to delineate the subtle distinctions between the product, marketing and societal marketing concepts, and support is lent to the view that if the marketing concept is to be more broadly implemented, product and social dimensions found within the definitional domain of the product and societal marketing concepts should be encompassed to establish a wider marketing‐oriented philosophy.

Suggests that there are six major dimensions that influence students' attitudes on postgraduate marketing education selections and these are: practical considerations; curriculum requirements; convenience factors; experience with the institutions; academic factors; and admission considerations. Emphasises that with new, progressive business teaching postgraduate marketing programmes sprouting up, the face of European and UK marketing and business schools is changing rapidly. Investigates the attitudes of the major business schools in the UK towards the variables that influence the selection of marketing studies, focusing on finding relationships between dependent variables. Sums up that the expansion of the marketing concept to higher education industry, requires the adaptation and implementation of these findings, in order to improve.

This study examines how informal business networks achieve marketing goals in socially uncertain contexts. Drawing from multiple historical sources, Shangbangs, a type of business network that thrived in pre-1949 China, are analyzed.

The Critical Historical Research Method (CHRM) undergirds a study of Shangbangs’ historicity (i.e. their socio-historically embedded multiplicity, including organizational forms, activities and connotations.

As informal regional, professional, project-based, special-product-based or mixed marketing networks, Shangbangs relied on “flexible specialization” and coupled multiple business needs to market goods and services, business organizations, specific social values and, when necessary, to debrand business rivals.

This analysis extends theories about marketing networks by probing their subtypes, diverse marketing activities, multipronged channels and relationship building with social entities (including underground societies, business associations and guilds) in response to pre-1949 China’s market uncertainties. Substantiating an alternative approach to “flexible specialization” and marketing innovations within the pre-1949 Chinese economy shows how a parallel theoretical framework can complement western-based marketing theories.

This first comprehensive analysis of Shangbangs, an innovative historical Chinese marketing network outside the conventional market-corporate dichotomy, can inform theory building for marketing strategy-making and management conditioned by social contexts.

This chapter describes the main issues in scientific literature related to industrial branding. First, we set the background focusing on industrial branding, followed by brand equity and measurement, and brand orientation in business markets. The second section relies on controversies and problems inherent in the gaps in theory and implementation of branding. The third section proposes several solutions and recommendations for academics and practitioners, followed by proposals for future research directions and conclusions. We also present a case study and several case questions arising.

Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due to micro and macro changes in the business field, strategies to find a way to improve brand reputation with business partners and customers have altered from transaction marketing to newer approaches such as employing a social media platform. However, not all brands make use of social media to enhance their reputation. The present study uses Apple as an example of the one of the best known brands which does not benefit from social media platforms as to the degree expected.

The concept of integrated marketing has been recognized as a key factor in marketing literature. Integrated marketing has changed from being a customer-centric system to a customer-facing process and is the past, present, and future of marketing. This type of marketing helps build brand awareness and equity in order for people to know, trust and ultimately choose your brand over competitors. It ensures that a message is communicated via different platforms according to a specific strategy. Integrated marketing has now become more important than ever before and focusing on the customer and their requirements involve a more integrated view with a big emphasis on digital, traditional and the physical world all working together. If practiced properly, integrated marketing approach is a healthy balance that can yield unlimited results beneficial to the organization’s goals. This approach should be practiced not only for one department but also all departments at hotel companies should be included.With that in mind, hotels have begun applying this notion as part of their everyday outreach. Specifically, marketing methods and strategies will vary from hotel to hotel and some significant factors to analyze and research prior to drafting are: property size, management structure, type of ownership and type of hotel (luxury, business, hi-tech, economy, etc.), area demographics and psychographics, as well as the dynamics of the internal and external environment. The need for studying integrated marketing in the hotel context has been emphasized in this research which revealed that marketing strategies are crucial for hotel companies to raise their brand value and equity. In this respect, it is stressed that strategies can shape a positive hotel brand perception within the customer’s mind.

Internet + and Electronic Business in China is a comprehensive resource that provides insight and analysis into E-commerce in China and how it has revolutionized and continues to revolutionize business and society. Split into four distinct sections, the book first lays out the theoretical foundations and fundamental concepts of E-Business before moving on to look at internet+ innovation models and their applications in different industries such as agriculture, finance and commerce. The book then provides a comprehensive analysis of E-business platforms and their applications in China before finishing with four comprehensive case studies of major E-business projects, providing readers with successful examples of implementing E-Business entrepreneurship projects.

Internet + and Electronic Business in China is a comprehensive resource that provides insights and analysis into how E-commerce has revolutionized and continues to revolutionize business and society in China.