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Autor
Kłeczek Ryszard (Wrocław University of Economics, Poland)
Tytuł
NPV-Relevant Product Description and B2B Marketing Contribution to Value Creation
Źródło
Management and Business Administration. Central Europe, 2014, vol. 22, nr 4, s. 109-117, rys., tab., bibliogr. 15 poz.
Słowa kluczowe
Rynek instytucjonalny, Wartość zaktualizowana netto, Marketing, Decyzje konsumenckie, Strategia zakupów
Business to Business (B2B), Net present value (NPV), Marketing, Consumer decision, Purchasing strategy
Uwagi
summ.
Abstrakt
Purpose: The aim of this study is to answer the following question: what concepts should be used to explain how marketing contributes to value creation in business-to-business (B2B) relations?

Methodology: The method consists of: (1) using net present value (NPV) as a goal of B2B purchasing decisions and (2) analysing the supplier's controlling system to differentiate between value drivers and value causes.

Findings: A conceptual framework of B2B value creation has been proposed. NPV-related product description is the main concept in the framework.

Originality: The study contributes to the B2B marketing theory by increasing the clarity of conceptual foundations by (1) proposing the NPV-relevant product description and (2) making a distinction between value drivers and causes of value. (original abstract)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Szkoły Głównej Handlowej w Warszawie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
Pełny tekst
Pokaż
Bibliografia
Pokaż
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  2. Anderson, J.C., Kumar, N. and Narus, J.A. (2007). Value Merchants. Demonstrating and Documenting Superior Value in Business Markets. Boston: Harvard Business School Press.
  3. Dacin, P.A. and Brown, T.J. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1): 68-84.
  4. Eggert, A., Ulaga, W. and Schultz, F. (2006). Value creation in the relationship life cycle: a quasi-longitudinal analysis. Industrial Marketing Management, 35: 20-27.
  5. Hunt, S. (2013). A general theory of business marketing: R-A theory, Alderson, the ISBM framework, and the IMP theoretical structure. Industrial Marketing Management, 42: 283-293.
  6. Keller, K.L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1): 1-22.
  7. Rappaport A.(1986). Creating Shareholder Value: A Guide For Managers And Investors. The Free Press.
  8. Payne, A. and Holt, S. (2001). Diagnosing customer value: integrating the value process and relationship marketing. British Journal of Management, 12: 159-182.
  9. Riffe, L., Lacy, S. and Fico, F.G. (1998). Analyzing Media messages. Using Quantitative Content Analysis in Research. London: LEA.
  10. Rust, R.T, Ambler, T., Carpenter, G.S., Kumar, V. and Srivastava, R.K. (2004). Measuring Marketing Productivity: Current Knowledge and Future Directions. Journal of Marketing, 68 (October): 76-89.
  11. Ryssel, R., Ritter, T. and Gemunden, H.G. (2004). The impact of information technology deployment on trust, commitment and value creation in business relationships. The Journal of Business & Industrial Marketing, 19(3): 197-207.
  12. Srivastava, R.K., Shervani, T.A. and Fahey, L. (1998). Marketbased Assets and Shareholder Value: A Framework for Analysis, Journal of Marketing, 62: 2-18.
  13. Ulaga, W. and Eggert, A. (2002). Customer perceived value: a substitute for satisfaction in business markets? The Journal of Business & Industrial Marketing, 17(2/3): 107-118.
  14. Ulaga, W. and Eggert, A. (2006). Relationship value and relationship quality: broadening the nomological network of business-to-business relationships. European Journal of Marketing, 40(3/4): 311-127.
  15. Walter, A., Ritter, T. and Gemunden, H.G. (2001). Value creation in buyer-seller relationships. Industrial Marketing Management, 30(4): 365-377.
Cytowane przez
Pokaż
ISSN
2084-3356
Język
eng
URI / DOI
http://dx.doi.org/10.7206/mba.ce.2084-3356.123
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