New Edited Book: Sage Handbook of Industrial Marketing

After we completed a textbook on Industrial Marketing, Sage asked if we wanted to do a Sage Handbook of Industrial Marketing, an edited volume that would sit nicely with the textbook. We (Thomas A. Fotiadis, Catherine Pardo, C. Anthony Di Benedetto, Dimitris Folinas, and Peter Naudé) have now handed over this manuscript to the publisher.

The Sage Handbook of Industrial Marketing explores the complexities of business-to-business (B2B) marketing, addressing its challenges, historical evolution, and future directions. The book serves as a comprehensive resource that defines industrial marketing, differentiating it from consumer marketing, and providing insights into its distinct characteristics, including customer behavior, market segmentation, innovation, and emerging trends.

The handbook is structured into seven key thematic sections:

1. Field of Business-to-Business Marketing: This section establishes the foundation of B2B marketing, comparing it to business-to-consumer marketing. It explores transactional, relational, and network approaches, emphasizing key factors like trust, commitment, and customer satisfaction.

2. Business-to-Business Organization: Focusing on organizational structures, this section examines sales management, customer success strategies, and the impact of digitalization on B2B operations. It also addresses international product management challenges.

3. Business-to-Business Customer Behavior: This section dissects B2B purchasing decisions, customer experiences, and decision-making models. It highlights how digital transformation and big data are reshaping organizational buying behaviors.

4. Business-to-Business Market Research: The role of emerging technologies, including IoT, AI, and blockchain, in B2B market research is explored. The section also delves into effective market intelligence strategies.

5. Customer Value Proposition: This section discusses value co-creation, lifecycle costing, and inventory strategies like Just-in-Time, focusing on cost efficiency and long-term customer relationships.

6. Market Segmentation and Positioning: Exploring strategic planning, segmentation techniques, and target market selection, this section highlights the importance of aligning marketing strategies with corporate goals.

7. Product Innovation: Examining new product development, agile methodologies, and open innovation, this section showcases how B2B firms adapt to technological and market changes.

By integrating academic perspectives with industry applications, the handbook provides a global outlook on industrial marketing, ensuring relevance amid evolving market dynamics.

We would like to thank all contributing authors: Michael Ehret, Konstantinos Rotsios, Katayoun Zafari, Michael Kleinaltenkamp, Katharina Prohl-Schwenke, Laura Elgeti, Tobias Sch?fers, Michel van der Borgh, Deva Rangarajan, Antonija Kvasina Kova?evi?, Dario Mio?evi?, Harald Brege, Lisa Lundin, Daniel Kindstr?m, Dimitrios P. Reklitis, Damianos P. Sakas, Artemis G. Andreou, Alkistis E. Papadopoulou, Vasiliki Balaska, Ioannis Kansizoglou, Konstantinos A. Tsintotas, Antonios Gasterators, Aikaterini Vassilikopoulou, Tobias Grossmann, Andreas Eggert, Maja Arslanagic-Kalajdzic, Dimitris Aidonis, Naoum Tsolakis, Christina ?berg, Ann H?jbjerg Clarke, Per Vagn Freytag, Judy Zolkiewski, Jamie Burton, Vicky M. Story, Babu L. John-Mariadoss, Jeffrey B. Schmidt, Kumar Sarangee, Konstantinos Z. Vasileiou, Steven Pattinson, David M. Brown, Nicole El Maalouf, Brian P. Brown, Susan M. Mudambi, Kunal Swani, Aggeliki Konstantoglou, Miriam Guenther, Peter Guenther, Kostoula Margariti, Leonidas Hatzithomas, Christina Boutsouki, Grgo Vukovi?, Markus-Florian Seidel, Selma Kadi?-Maglajli?, Josefin Wiik, Sophie Michel, Elviira Saarelma, Tommi Mahlam?ki, Aki J??skel?inen, Herbert Kotzab, Rachel Argyropoulou, Maria Argyropoulou, Christine Falkenreck, Ralf Wagner, Nikolaos T. Giannakopoulos, Damianos P. Sakas, Alkistis E. Papadopoulou, Artemis G. Andreou, Paul Smith, and Peter Lund-Thomsen.

The book should be out about this summer.