Overview
To prepare for this Assignment, review this week’s Learning Resources as well as any additional sources of your choosing. Research the theorists who developed theories related to marketing that can be applied to B2B marketing, and compile key information as part of your review.
Submit an evaluation of at least three foundational marketing theories in the form of a properly formatted, APA-compliant taxonomy table. For each of the theories you select, you should include the following:
- The name of the marketing theory
- The year the theory was introduced
- The theorist/author
- Key components of the theory
- Statement of how the theory is related to the complex, real-world problems common to the practice of B2B marketing
- For each theory presented, be sure to include a minimum of two references to peer-reviewed, scholarly journals, as well as appropriate in-text citations.
- Required Readings
- Alsaad, A., Mohamad, R., & Ismail, N.A. (2017). The moderating role of trust in business to business electronic commerce (B2B EC) adoption.Links to an external site. Computers in Human Behavior, 68, 157–169. doi:10.1016/j.chb.2016.11.040
- Gummesson, E. (2014). The theory/practice gap in B2B marketing: Reflections and search for solutions.Links to an external site. Journal of Business & Industrial Marketing, 29(7/8), 619–625. doi:10.1108/JBIM-10-2013-0222
- Hanssens, D. M., & Pauwels, K. H. (2016). Demonstrating the value of marketing.Links to an external site. Journal of Marketing, 80(6), 173–190. doi:10.1509/jm.15.0417
- Kumar, V., & Reinartz, W. (2016). Creating enduring customer value.Links to an external site. Journal of Marketing, 80(6), 36–68. doi:10.1509/jm.15.0414
- Lilien, G. L. (2016). The B2B knowledge gap.Links to an external site. International Journal of Research in Marketing, 33(3), 543–556. doi:10.1016/j.ijresmar.2016.01.003
- Viardot, E. (2017). Branding in B2B: The value of consumer goods brands in industrial markets.
- Brown, B., Sichtmann, C., & Musante, M. (2011). A model of product-to-service brand extension success factors in B2B buying contexts. Journal of Business & Industrial Marketing, 26(3), 202–210. doi:10.1108/08858621111115921
Menon, A., Homburg, C., & Beutin, N. (2005). Understanding customer value in business-to-business relationships. Journal of Business to Business Marketing, 12(2), 1–35. doi:10.1300/J033v12n02_01