We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

Value-based Marketing in Business-to-Business Markets: Foundation, Logic and Proposal for a Generic Process
Value-based marketing in business-to-business markets: Foundation, logic and proposal for a generic process
Thomas Werani

This paper aims to further develop business-to-business (B2B) marketing in both theory and practice. In line with Sheth, Gardner and Garrett (1988), a value-based approach to B2B marketing is proposed. On the one hand, the paper seeks for a value-theoretical foundation of the proposed approach that is based on a long-standing and intensive discussion of the value concept in the German-language business administration literature. On the other hand, the approach tries to represent the dynamic marketing reality by means of its process orientation.

When comparing the amount of publications on marketing in consumer goods markets ...

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles