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For the methodological block analysis, we evaluated the 15 articles that presented the theoretical-empirical approach. In the case of Data Collection and Data Analysis, the results are higher than 15 publications due to the possibility of the studies using various collection instruments, as well as combining analysis techniques.

Regarding qualitative articles, there was a predominance of the use of case studies to conduct the research, as well as cross-sectional studies. The flexible sample remained hegemonic in all articles analyzed, and interview scripts and inferential descriptive analysis served as the instrument and analysis technique, respectively. The analysis of content was shown as a relevant technique used in articles to evaluate the value added to the products Battaglia et al.

Regarding articles of a quantitative nature, there was also a predominance of cross-sectional research, except for Almeida et al. In terms of sampling, we highlight Eberle et al. Among the data collection techniques, there was a predominance of the use of questionnaires and scales, however Spalenza et al. In general terms, for the data analysis, authors prioritized the use of inferential techniques. As for the mixed approach, Frederico and Ferreira , initially conducted a bibliographic analysis and exploratory research to build a model questionnaire that identified crucial factors of the perpetuity intent of the relationship, in which the level of trust built played the central role.

After this stage, researchers could begin the quantitative phase, which culminated in the elaboration, refinement, and application of a questionnaire to test the proposed model. Silva et al. Content analysis and inferential analysis were used as analysis techniques for the respective types of questions. Borges and Botelho proposed analyzing attributes considered as determinants by consumers. Initially they conducted in-depth interviews with two partner-owners to clarify factors of customer behavior. For the quantitative phase, a questionnaire was used with visual stimulation and use of the five-point Likert scale for the respondents to demonstrate their intention to purchase.

In this subsection, the themes proposed by Cortez and Johnston are revisited. However, this time, we describe the most relevant results within each theme.


  • Improving the experience;
  • Why is a B2B sales process important?;
  • Why is a B2B sales process important?!
  • What Is B2B?.

Regarding the Innovation theme, which involves the development of new offerings, business models, or markets, Almeida et al. As for the findings of Customer Journey and Relationship Value, which advocates for studies on influencing attributes and the customer experience perspective, most of the studies focused on B2B consumers. Battaglia et al. Soares et al. Eberle et al. Spalenza et al. The authors identified, from the importance-performance matrix, that the performance was below expected.

Regarding the Data Analytics theme, which provides mechanisms at the interface between market research and decision making, only the study of Brambilla and Dalmarco approached such a topic. In this study, the processes of data mining and sales automation were studied, and it was concluded that it is not only the technological structure that favors CRM, but also the data collection and analysis tools, as well as interactive sales.

The central concern was to understand the variables related to the sales teams that could imply a certain degree of performance, adopting the concept of cross-selling in retail. This study, conducted at the intersection between several industrial and retail sectors, concluded that the level of training and an understanding of customer needs positively impact performance and cross-selling ability, respectively. For Harnessing Technology, which covers human-machine, machine-human, and machine-machine interaction, and also considers the influences of the internet, only Amaral et al.

This study investigated how the after-sales service process could be influenced by e-commerce using the relationship between a capital goods company that engages in e-commerce activities and its various organizational clients at a national level. The case study concluded that the lack of success of the tool was due to the lack of customization of the technology for the service and post-sales processes. At last, the authors that worked under the Industry Ecosystem theme were Cozer et al. This theme covers business networks, regulations, ethics, global networks and supplies, and security systems.

Based on the Delta model and under the context of inter-organizational networks, the theoretical-empirical study analyzed the competitive positioning structure existing between a communications company, public relations, and fast-food restaurants. The main conclusion was the existence of significant support for the link between the companies, reflecting in another connection, which refers to a connection between the clients of the clients.

The main studies on B2B marketing from the analysis of theories, methods, and empirical findings were presented together with an overview of scientific publications on the subject, which included the temporal evolution, the main keywords adopted, and the frequency of publication in the main Brazilian journals.

However, before presenting gaps and possible questions for future research, it is worth highlighting some results and considerations that may stimulate reflections for the advancement of the field.

Definition & Statistics of B2B Marketing

First, research on B2B marketing has become more expressive in the last decade compared to the previous period This suggests a booming research theme. On the other hand, such expansion has been based on the uneven distribution among the main periodicals related to the area. This result indicates a predominance of the scientific publications on B2B marketing in only one periodical with a strictly marketing scope, whereas in the other management journals with a broader scope, the number of publications reaches the mark of two articles per year. It can be understood that, in general, for the area of business, B2B marketing still presents a challenge.

Business-to-business

In addition, it was possible to attest that the analysis of the theoretical-empirical aspects was adjusted with the main keywords found in the articles, and the recurrent terms were trust, perceived value, and relationship, after excluding generic words such as B2B, clients, and companies. This trend confirms what has already been happening in the context of the most generic national surveys about relationship marketing since the first publication Almeida et al. Demo et al. In relation to the adopted methodological procedures, cross-sectional quantitative studies were predominant, with the use of non-probabilistic samples, questionnaires, and scales.

However, it was also noticed that, in qualitative research, only flexible samples were used. In general terms, researchers measure efforts to link collection instruments and data processing procedures to theoretical constructs, choosing to define samples based on convenience.

Services on Demand

This reveals that the studies are independent of each other and of weak generalization, which possibly hinders the theoretical and empirical evolution of B2B in Brazil. The scarcity of theoretical essays also recalls previous research findings in the context of relationship marketing e. Almeida et al.

B2B v B2C Content Marketing: What is the Difference and Why does it Matter?

In addition, the result of the methodological block corroborates the previous concern regarding the conceptual multiplicity in terms of marketing as a whole e. Thus, when drawing a parallel with international production, it is possible to perceive similarities and discrepancies. Cortez and Johnston found that the presence of B2B in leading marketing journals is also scarce. Another survey found that only 6. The same could be noted in the review made by Demo et al. All three studies showed that the publications are more concentrated in solving management problems than encouraging theoretical advancement concerning the subject.

In short, the subject provides research opportunities for both Brazilian researchers, and those from other countries. However, it is necessary to consider that international production has reached a more advanced stage in that it promotes academic production and development of new theories of B2B marketing. In the light of their own work, Cortez and Johnston suggested filling this gap through consulting firms, which could play the role of connecting academic research to the practical implementation needs of managers.

The authors understand that there must be an interaction between the actors involved in B2B marketing, such as collaborative production networks, so that this field of study can advance. This opportunity does not currently apply to Brazilian production. The overlapping periods of the last reviews on the subject Almeida et al. Research groups still operate in an isolated way Demo et al. Nevertheless, Brazilian production lacks a theoretical lens beyond CRM in its publications, and collaborative networks for knowledge construction may be an option for breaking through this barrier.

Thus, in light of the results and considerations brought in and inspired by what was internationally highlighted in Cortez and Johnston and Lilien , the proposed research agenda is actually put in the form of questions that will allow for a deeper understanding of B2B marketing in line with the possibility of, to some extent, reducing the gap between academia and professional challenges:. Once the results have disproportionately focused on a single theme Customer Journey and Relationship Value , why not research other B2B marketing topics?

5 Steps to Refine Your B2B Sales Process | Lucidchart Blog

Could decision-making methodologies based on large amounts of data Big Data affect the opportunities for growth and returns in relationships between companies in a B2B context? Given that B2B marketing can be studied from the focus of the target customer Campos et al. Why not encourage research with field experts, testing the key concepts presented in this study that have influenced B2B marketing since its inception or the emerging thematic framework in Cortez and Johnston ?

How can we value the use of qualitative research strategies that allow greater depth with respect to variables that directly affect B2B decisions i. The present study contributes to the existing research by taking a first step towards understanding how B2B marketing has been developing. Taking the study of Cortez and Johnston as a starting point, it provides new thematic lines at the national level since the authors have listened to a large number of experts in the Western context.

For more regionalized studies that focus on how well the practical problems of B2B marketing professionals are aligned with what academic research, one suggestion would be to replicate such a study in the Brazilian context, or even at a regional i.


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  4. Latin American level. Thus, in order to exceed the limitations of the present literature review, a systematized analysis using the Delphi method is suggested, which can not only gather the literature through bibliographic search, but also integrate the knowledge that is disseminated on B2B marketing from the academic sphere to the field of marketing professionals decision makers and consultants.

    What Is B2B Marketing?

    Almeida, A. Revista ADM. MADE , 14 2 , Almeida, M. Revista Brasileira de Marketing , 13 5 , Almeida, S. Amaral, T. Revista Brasileira de Marketing , 14 2 , Baker, M. Marketing: Philosophy or function?

    follow site Saren Eds. London, UK: Sage Publications. Battaglia, D. Value added elements according to buyer companies in a B2B context. Brazilian Administration Review , 12 3 , Borges, C. Brambilla, F.


    • A Rich Mans Paradigm: Quest For Lifes Greastest Purpose!;
    • 5 Steps to Developing and Refining Your B2B Sales Process!
    • Business to Business (B2B).

    Management of customer relationship management CRM technological attributes in Brazil: A B2B relationship in the software-media development sector. Camargo, B.