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Business-to-Business Marketing
 Business-to-Business Marketing
Relationships, Networks & Strategies

Nick Ellis
Great Clarendon Street, Oxford OX2 6DP

Oxford University Press is a department of the University of Oxford.

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Oxford is a registered trade mark of Oxford University Press in the UK and in certain other countries
Published in the United States
by Oxford University Press Inc., New York
© Nick Ellis 2011
The moral rights of the author have been asserted
Database right Oxford University Press (maker)
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or
transmitted, in any form or by any means, without the prior permission in writing of Oxford University
Press, or as expressly permitted by law, or under terms agreed with the appropriate reprographics rights
organization. Enquiries concerning reproduction outside the scope of the above should be sent to the
Rights Department, Oxford University Press, at the address above
You must not circulate this book in any other binding or cover and you must impose this same
condition on any acquirer
British Library Cataloguing in Publication Data
Data available
Library of Congress Cataloging in Publication Data
Data available
ISBN 978–0–19–955168–2
eBook ISBN 978–0–19–258759–6
10 9 8 7 6 5 4 3 2 1
Typeset by Glyph International, Bangalore, India
Printed in Italy
on acid-free paper by
L.E.G.O. S.p.A.—Lavis TN
To my mother, Karin Ellis
Preface
Aims
This book represents my desire to promote the wider teaching of business-to-
business (B2B) marketing within higher education. Having worked, taught,
and researched in the B2B field for several years, I share the view that any
management student graduating without understanding how business or
organizational markets work is missing something vitally important (Barclay
et al, 2007). I have thus set out to raise readers’ awareness of the significance
of B2B marketing in contemporary economies, in both local and global
contexts. With this in mind, the text is pitched at a highly accessible level in
order to appeal simultaneously to British, European, and broader international
readership.
The book provides a comprehensive introduction to the main theoretical
and managerial issues in the area of B2B marketing. From the outset, I stress
that for every consumer (or end-user) market there are typically several
upstream organizations which must deal with each other in products and
services before anything is ultimately consumed. The book aims to show that
B2B marketing is about trying to manage the complex network of buying and
selling relationships between these organizations. This is captured in its
striking cover design: the links in the chain depicted can be seen as a
metaphor for inter-organizational relationships, relationships that have a
positive side in bonding organizations together for mutual benefit and
strength, yet that also have a negative side in tying firms into networks where
they can never be fully in control of their own destiny.
To help those readers thinking of a career in B2B marketing, I have
included detailed discussions concerning the role of individual managers and
the organizations they represent. As well as outlining possible managerial
solutions to common B2B marketing dilemmas (such as the design and
delivery of business products and services, and the selection of
communication methods), the text also examines issues like e-commerce in
B2B markets, key account management, and supply chain ethics. I am aware,
however, that most students’ original introduction to the study of marketing
was probably conducted in the context of consumer (B2C) markets, and thus
the approach I take allows for the necessary adjustment of perspective that
readers may have to make.
Indeed, I deliberately use several B2C-related illustrations to capture
readers’ interest, and then move beyond consumer marketing issues to
provide a host of real-life examples that focus on the challenges of marketing
to organizational (or business) customers. A key aim is to make students
aware of some of the tensions encountered by B2B marketing and purchasing
managers as they go about their daily tasks. This is achieved through a
careful interweaving of clearly explained, relevant theoretical discussion and
a series of (short and long) case study examples. Conceptual material is
drawn from marketing scholarship in US and European contexts, as well as
some contributions from researchers working further afield. Empirical
material is global in scope, with examples from organizations operating in a
large number of international contexts.

Structure and Coverage

Figure A represents a structural overview of the book. The rationale behind
this structure is to ensure comprehensive discussion of the important topics of
marketing and organizational buying in Part One, and of relationships,
chains, and networks in Part Two. These topics inform the B2B planning
processes covered in Part Three, before we move on to look at more specific
managerial activities in Part Four. On further exploration of the book, it will
be seen that I make frequent references throughout Parts Three and Four to
the contextual inevitability of having to cope with managing in the inter-
organizational relationships that link channels, chains, and networks.

Figure A Book structure

In Part Three, some qualification of planning approaches has been

necessary. This is because what is trying to be shown in this book is that,
despite the managerially orientated exhortations of many marketing
textbooks, B2B marketers do not necessarily choose their strategy and then
conveniently plan their firm’s relationships; rather, they are effectively
embedded ‘in’ a series of relationships, chains, and networks before they
start. Of course, they can try to manage in these situations, but making
suitably reflective and responsive marketing plans relies on managers
understanding this organizational market context from the outset.
The contents of Part Four do follow a ‘4Ps’ structure to an extent, but only
after affirming the significance of inter-firm relationships and an industrial
network view. Incorporating the concepts of channels and chains in Chapter
Four, instead of as part of a purely marketing mix ‘place’ discussion, ensures
that students get a holistic picture of B2B issues, especially regarding
upstream marketing and purchasing activities. Also, the channels and chains
of Chapter Four form a conceptual link between the relationships discussed in
Chapter Three and the networks of Chapter Five.
In adopting this approach, I am trying to get students to think a little
differently about marketing management in the B2B context (for instance, by
taking more of a European-inspired network perspective), hence the location
of a slightly reduced traditional mix towards the end of the book.
Nevertheless, as Figure A shows, I have also been mindful to reassure readers
that one could view the five chapters of Part Four and Chapter Four together
as the marketing mix for business markets if so desired.
There is no separate chapter on global B2B marketing since an integrated
coverage of international marketing issues and examples is found throughout
the text. Similar reasoning explains the lack of a stand-alone chapter devoted
to the impact of information technology or the Internet on B2B marketing.
Moreover, while there may be a case for separate chapters on topics such as
B2B segmentation or market research, the deliberately accessible positioning
of this book means that it cannot ‘do everything’ in quite the depth that some
readers might wish. To counter this, each chapter contains a large number of
supporting references and advice on more advanced academic reading. There
will also be links on the companion website, where certain topics are
discussed in more detail and further information sources provided.

Intended Readership
It is my firm belief that there is room for an accessible B2B marketing
textbook written for the undergraduate market and for the postgraduate
market where students often have no prior knowledge of the subject. The
contextual focus of many B2B texts continues to be rather biased towards the
US and, whilst some fine UK/European-based books have emerged recently,
no B2B text has adequately catered for the high proportion of international
students (for whom English is rarely their first language) that typically make
up higher education business courses. This book intends to plug that major
gap.
I have found that the subject of B2B marketing appeals to both
management generalists and marketing students, many of whom recognize
the greater employment potential in this field compared to the superficially
more ‘glamorous’ area of B2C marketing. It is also worth noting that after a
few years of commercial employment, people with initial training in non-
marketing disciplines often gravitate to B2B roles where they can combine
their technical know-how with an understanding of organizational markets
gleaned from books such as this one. Thus, as well as helping readers with
prior knowledge of general marketing concepts to specialize in the
challenging yet rewarding area of B2B, this text will also be extremely useful
for prospective managers with a more scientific/engineering background who
are seeking to move into marketing-related jobs.
Indeed, with B2B-related issues such as the overseas sourcing of products
of dubious quality, farmer/manufacturer/retailer relations in the food supply
chain, and the concept of fair trade remaining extremely relevant to
contemporary society, the demand for managers who have been taught
something about these issues will surely grow, as will the demand from
students who wish to become better informed about such high profile issues.
The book has been slanted to attract the interest of students wanting to
explore ‘behind the scenes’ of B2C marketing by analysing these sorts of
B2B problems.
The overall approach taken in this book, and many of the teaching
materials in it, have been ‘road tested’ on hundreds of students during my ten
years’-plus experience of teaching B2B marketing. My ideas have been
presented at academic conferences such as those of the Industrial Marketing
and Purchasing (IMP) Group and the Academy of Marketing. Several
lecturers from around the world have also drawn upon draft versions of my
chapters in their teaching, including colleagues in the UK, North America,
Africa, and the Far East. The feedback I have received from my students and
my peers has enabled me to fine-tune my materials.

So Why Should You Read This Book?

It is a little risky to make claims about the uniqueness of any new text,
especially as this book mirrors the strengths of most good textbooks. In other
words:

• It has an accessible writing style.

• It is clearly and logically presented.
• It contains a large range of pedagogic features.
• It comes with extensive online support.

Nevertheless, I believe that the book is differentiated from other texts in

the B2B area by uniquely incorporating all the following features in a single
volume:
 It is pitched at an academic level suitable for the majority of final year
• undergraduate, postgraduate, and international students in marketing and
management.
• It relates theory to practice via a wide range of case study illustrations,
mid-chapter ‘boxes’, and discussion questions.
• It draws upon examples from cultural and trading contexts beyond the
standard US and European scenarios and the large corporations that
typically dominate marketing texts.
• It aims to capture students’ imaginations by addressing ‘hot’ B2B-
related topics such as fair trade, retailer power, overseas sourcing, and
‘green’ marketing.
• It facilitates students’ understanding of the day-to-day challenges faced
by B2B marketing and purchasing managers.
• It combines a broad US marketing management orientation with
European industrial network academic perspectives.
• It remains focused on key B2B marketing issues and does not risk
dilution (and excessive length) by unnecessary coverage of marketing
concepts that can easily be found elsewhere.
• It contains extensive guidance regarding wider and deeper reading for
students who wish to pursue further study in the area.

I hope it will be agreed that this combination of factors means that this is a
book worthy of study. I am sure it will help readers make sense of the
fascinating yet challenging world of B2B marketing!
Nick Ellis
University of Leicester
References
Barclay, D. W., Deutscher, T. H., & Vandenbosch, M. H. (2007) Business
Marketing in Master’s Programs: A Part of the Fabric, Journal of
Business-to-Business Marketing, 14 (1), pp 31–51
Acknowledgements
My thanks go to the following guest contributors of case study material:
Peter J. Batt, Curtin University of Technology, Perth, Western Australia
(Main Case Study, Chapter Eight)
Bella Butler, Curtin University of Technology, Perth, Western Australia
(Box 6.6, Chapter Six)
Steve Carter, Leeds Metropolitan University, Leeds, UK (Main Case
Study, Chapter Four; Box 5.5, Chapter 5)
Maurizio Catulli, Sustainable Business Process Research Group
(SPRING), University of Hertfordshire, Hatfield, UK (Main Case Study,
Chapter Ten)
Phil Cooper, Abbeysteel™, Stevenage, Hertfordshire, UK (Main Case
Study, Chapter Ten)
Gillian Hopkinson, Lancaster University, Lancaster, UK (Main Case
Study, Chapter Three; Main Case Study, Chapter Eleven)
Sylvie Lacoste, Advancia-Negocia Business School (run by the Paris
Chamber of Commerce), Paris, France (Main Case Study, Chapter Two)
Sid Lowe, Kingston University, Kingston upon Thames, UK (Box 5.7,
Chapter Five; Box 10.2, Chapter Ten)
Kevin Morris, Abbeysteel™, Stevenage, Hertfordshire, UK (Main Case
Study, Chapter Ten)
Michel Rod, Carleton University, Ottawa, Canada (Main Case Study,
Chapter Seven)
Sarena Saunders, Victoria University of Wellington, Wellington, New
Zealand (Main Case Study, Chapter Seven)
 Peter Svensson, Lund University, Lund, Sweden (Main Case Study,
Chapter Nine)
Theingi, Assumption University, Bangkok, Thailand (Box 6.1, Chapter
Six)
Natalia Tolstikova, University of Gloucestershire, Cheltenham, UK
(Main Case Study, Chapter Eleven)
Ibrahim Umar, University of Leicester, Leicester, UK (Main Case
Study, Chapter Five)
Angela Vickerstaff, Nottingham Trent University, Nottingham, UK
(Main Case Study, Chapter Six)
The following copyright holders have kindly granted permission to use the
material detailed below:
American Marketing Association, Chicago, US for: Figure 11.3 –
adapted from Figure 1 on p 38 of J. Mohr & J. R. Nevin (1990)
Communication Strategies in Marketing Channels, Journal of
Marketing, 54 (4), pp 36–51
Cengage Learning Services Ltd, Andover, UK for: Figure 2.8 – adapted
from Table 2.4 on p 50 of D. Wilson (1999) Organisational Marketing,
International Thomson Business Press, London; Figure 5.3 – adapted
from D. Ford (ed.) (2001) Understanding Business Markets and
Purchasing, p 37, Thomson Learning, London
Elsevier Inc, New York, US for: Figure 3.8 – adapted from Figure 1 on
p 84 of S. Wagner & R. Boutellier (2002) Capabilities for Managing a
Portfolio of Supplier Relationships, Business Horizons, 45 (6), pp 79–
88; Figure 6.1 – adapted from Table 2 on p 389 of U. Juttner, M.
Christopher, & S. Baker (2007) Demand Chain Management –
Integrating Marketing and SCM, Industrial Marketing Management, 36,
pp 377–92; Figure 7.2 – adapted from Figure 1 on p 556 of E. Penttinen
& J. Palmer (2007) Improving Firm Positioning through Enhanced
Offerings and Buyer–Seller Relations, Industrial Marketing
Management, 35, pp 552–64
Elsevier Ltd, Oxford, UK for: Figure 3.1 – adapted from Table on p 19
of M. Christopher, A. Payne, & D. Ballantyne (2002) Relationship
Marketing: Creating Stakeholder Value, Butterworth-Heinemann,
Oxford; Figure 3.3 – adapted from Figure 2.6 on p 48 of M. Christopher,
A. Payne, & D. Ballantyne (2002) Relationship Marketing: Creating
Stakeholder Value, Butterworth-Heinemann, Oxford; Figure 3.4 –
adapted from Figure 1.1 on p 4 of M. Christopher, A. Payne, & D.
Ballantyne (2002) Relationship Marketing: Creating Stakeholder Value,
Butterworth-Heinemann, Oxford; Figure 3.6 – adapted from Figure 2.1
on p 40 of F. Buttle (2004) Customer Relationship Management:
Concepts & Tools, Elsevier Butterworth-Heinemann; Figure 4.3 –
adapted from Figure 4.5 on p 84 of M. Christopher (1997) Marketing
Logistics, Butterworth-Heinemann, Oxford; Figure 4.8 – adapted from
Figure 2.4 on p 37 of M. Christopher (1997) Marketing Logistics,
Butterworth-Heinemann, Oxford; Figure 10.2 – adapted from Figure 3.2
on p 49 of M. Christopher (1997) Marketing Logistics, Butterworth-
Heinemann, Oxford; Figure 10.3 – adapted from Figure 3.8 on p 67 of
M. Christopher (1997) Marketing Logistics, Butterworth-Heinemann,
Oxford
Emerald Group Publishing Ltd, Bingley, UK for: Figure 2.2 – adapted
from Table 1 on p 8 of B. Cova & R. Salle (2008) The
Industrial/Consumer Marketing Dichotomy Revisited, Journal of
Business & Industrial Marketing, 23 (1) pp 3–11; Figure 12.3 – adapted
from p 39 of D. W. Cravens, T. N. Ingram, & R. W. la Forge (1991)
Evaluating Multiple Channel Strategies, Journal of Business &
Industrial Marketing, 6 (3/4), pp 37–48
Ben Enis for: Figure 2.6 – adapted from M. B. Enis (1980) Marketing
Principles, 3rd edn, Scott Foresman & Co, Glenview, IL
 Pearson Education Ltd, Harlow, UK for: Figure 5.4 – adapted from p
112 of J. Egan (2001) Relationship Marketing: Exploring Relational
Strategies in Marketing, FT-Prentice Hall, Harlow; Figure 5.5 – adapted
from Figure 8.1 on p 155 of J. Egan (2001) Relationship Marketing:
Exploring Relational Strategies in Marketing, FT-Prentice Hall, Harlow;
Figure 7.3 – adapted from Figure 4.5 on p 93 of M. Christopher (1992)
Logistics and Supply Chain Management, FT Pitman, London
Lynette Ryals for: Figure 12.5 – adapted from Table 3 on p 410 of L. J.
Ryals & S. Holt (2007) Creating and Capturing Value in KAM
Relationships, Journal of Strategic Marketing, 15, pp 403–20
Taylor & Francis for: Figure 12.5 – adapted from Table 3 on p 410 of L.
J. Ryals & S. Holt (2007) Creating and Capturing Value in KAM
Relationships, Journal of Strategic Marketing, 15, pp 403–20
(http://www.informaworld.com)
Wiley-Blackwell, Oxford, UK for: Figure 5.1 – adapted from p 24 of H.
Håkansson (ed.) (1982) International Marketing & Purchasing of
Industrial Goods: An Interaction Approach, John Wiley, Chichester
The publishers would be pleased to clear permission with any copyright
holders that we have inadvertently failed, or been unable to contact.
I am also grateful for the conscientious manner in which the book’s
reviewers, all of whom were experienced B2B educators, commented on draft
versions of the text. Although I could not respond to all their suggestions, the
volume and depth of feedback received from these reviewers played a
significant part in the book’s development.
Finally, I would like to thank the editorial team at Oxford University Press,
in particular my two commissioning editors, Claire Brewer and Nicki Sneath.
Their advice and encouragement throughout this project have been much
appreciated.
Outline Contents
Guide to the book
Guide to the Online Resource Centre

Part One: The Organizational Marketing Context

1. The Significance of B2B Marketing
2. Organizational Buying Behaviour

Part Two: Inter-Organizational Relationships &

Networks
3. Inter-Organizational Relationships
4. Marketing Channels & Supply Chains
5. Industrial Networks

Part Three: Business Marketing Planning

6. B2B Marketing Planning & Analysis
7. B2B Marketing Strategies & Implementation

Part Four: Business Marketing Programmes

8. Business Products
9. Business Services
10. Value & Pricing in B2B Markets
11. B2B Marketing Communications
12. Personal Selling & Sales Management

Index
Detailed Contents
Guide to the book
Guide to the Online Resource Centre

Part One: The Organizational Marketing Context

1. The Significance of B2B Marketing

Introduction & Learning Objectives
1.1 The Significance of B2B Marketing
Defining B2B marketing
B2B marketing management
1.2 The Significance of Supply/Demand & Value Chains
Supply/demand chains
Value chains
1.3 Some Characteristics of Organizational Markets
The size of the market
International aspects
Concentration of buyer power
The nature of demand
Buying processes and decision-making
Implications for marketing management
1.4 The Significance of Relationships & Networks
Relationships in B2B marketing
 The significance of social networks
1.5 Supply/Demand Chain Ethics
The cost of supply chain efficiency?
Fairness in supply/demand chains?
Summary
Discussion questions
Case study
Case study questions
Further Reading
References

2. Organizational Buying Behaviour

Introduction & Learning Objectives
2.1 Types of Organizational Markets
Commercial customers
Institutional customers
Governmental organizations
2.2 Learning from Organizational & Consumer Buyer Behaviour
Similarities between B2B and B2C buying
Differences between B2B and B2C buying
2.3 Influences on Organizational Demand
External influences
Internal influences
Individual influences
Relationship influences
 2.4 Organizational Decision-Making
The buying centre or decision-making unit
The decision-making process
2.5 Buying Decisions in Relationships
Summary
Discussion questions
Case study
Case study questions
Further Reading
References

Part Two: Inter-Organizational Relationships &

Networks

3. Inter-Organizational Relationships
Introduction & Learning Objectives
3.1 From Market Transactions to Relational Exchange
Some conceptual views of business relationships
Key elements of relationship marketing
3.2 Customer Relationship Management (CRM)
Relationship life cycles
3.3 Partnerships & Alliances
3.4 How IORs May ‘Work’ in Different Contexts
IORs under pressure
Summary
 Discussion questions
Case study
Case study questions
Further Reading
References

4. Marketing Channels & Supply Chains

Introduction & Learning Objectives
4.1 Structure & Role of Marketing Channels
Channel management
Types of intermediary
Channel structure
4.2 Flows & Blockages in Channels
Channel flows
Blockages or conflict in marketing channels
4.3 From Channels to Chains
Managing IORs as part of SCM
Other key elements of SCM
4.4 Marketing Logistics
Inventory and just-in-time approaches
Logistics information flow
Reverse logistics
Summary
Discussion questions
Case study
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