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Navigable Slide Index

1. Introduction
2. The topics covered
3. An introduction to OBB
4. How OBB is different from consumer marketing
5. Different kinds of buying
6. Thee models
7. The Buygrid model
8. The Webster and Wind model
9. The Sheth model
10. How to choose between alternative offerings (1)
11. How to choose between alternative offerings (2)
12. More reading material
13. Taking a step back
14. The most profound words written about OBB
15. Recap on some things said earlier
16. Analysing business relationships
17. Your portfolio of customers
18. Risk or uncertainty
19. A case of direct interaction: building relationship
20. Managing in networks - buying an actuator (1)
21. Managing in networks - buying an actuator (2)
22. A chemical supplier and the sphere of influence
23. Some concluding comments

Topics Covered

• Industrial marketing
• B2B vs. B2C marketing
• Organisational buyer behaviour
• New task, modified rebuy and straight rebuy buying decisions
• Three different models of organisational buyer behaviour
• The work of Robinson, Faris and Wind
• The work of Webster and Wind
• The work of Sheth
• Applications of multiple criteria decision making to organisational buyer behaviour
• Different models of marketing
• The work of the IMP Group
• B2B marketing as the management of relationships
• The ARA model (Actors, Resources and Activities)
• Needs, market, and transaction uncertainty
• The cost of relationships
• B2B marketing as a network problem
• Network pictures

Links

Series:

• Principles of Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 1, 2012