• View the Talks
• 48 min
  1. What is marketing?

  • Prof. Michael J. Baker
• 36 min
  2. 4 traits of successful marketers

  • Mr. Drew Neisser
• 21 min
  3. Shoppernomics: understanding the structure for marketing communications

  • Mr. Roddy Mullin
• 13 min
  4. Promotional marketing

  • Mr. Roddy Mullin
• 18 min
  5. B2B data-driven marketing

  • Prof. Ruth P. Stevens
• 42 min
  6. The marketing environment

  • Dr. James Blythe
• 22 min
  7. Consumer behaviour

  • Prof. Gillian Hogg
• 59 min
  8. Organisational buyer behaviour

  • Prof. Peter Naudé
• 41 min
  9. The marketing mix

  • Prof. Michael J. Baker
• 47 min
  10. Research for marketing

  • Prof. Michael J. Baker
• 61 min
  11. Channels of distribution

  • Prof. Anne Marie Doherty
• 23 min
  12. Market segmentation - a fundamental concept of marketing

  • Prof. Malcolm McDonald
• 51 min
  13. Product strategy and management

  • Prof. Michael J. Baker
• 60 min
  14. New product development

  • Prof. Keith Goffin
• 41 min
  15. Branding and brand management

  • Prof. T.C. Melewar
  • Dr. Sharifah Faridah Syed Alwi
• 39 min
  16. Pricing and price policy

  • Dr. James Blythe
• 54 min
  17. Channel management 1

  • Mr. Julian Dent
• 56 min
  18. Channel management 2

  • Mr. Julian Dent
• 39 min
  19. Integrated marketing communications

  • Prof. Philip J. Kitchen
• 20 min
  20. Sales promotion

  • Mr. Roddy Mullin
• 51 min
  21. Sales and sales management

  • Dr. James Blythe
• 39 min
  22. The Evolution of CRM

  • Mr. Neil Woodcock
  • Prof. Merlin Stone
• 45 min
  23. Public relations

  • Dr. James Blythe
• 45 min
  24. Profit - the role of world class strategic marketing planning

  • Prof. Malcolm McDonald
• 21 min
  25. Services marketing

  • Prof. Adrian Palmer
• 59 min
  26. International marketing

  • Prof. Kevin Ibeh
• 31 min
  27. An introduction to social marketing

  • Prof. Andrew McAuley
  • Dr. Sharyn Rundle-Thiele
• 15 min
  28. Relationship marketing

  • Dr. John Egan
• 40 min
  29. The scope and nature of retail marketing

  • Prof. Steve Burt
• 17 min
  30. Stakeholders

  • Dr. John Egan
• Archived Lectures *These may not cover the latest advances in the field
• 38 min
  31. Mass communications

  • Prof. Douglas West
• 47 min
  32. Marketing and the internet

  • Dr. Jim Hamill
• 51 min
  33. Marketing for nonprofit organisations

  • Prof. Walter Wymer
• 36 min
  34. Marketing for SMEs

  • Prof. Audrey Gilmore

Printable Handouts

PDF

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