Abstract
This chapter is focused on discussing linear growth of industrial marketing across the marketing generations. Marketing as a discipline in general, and industrial marketing in particular, have grown over different theoretical perspectives emerging from diverse domains of organizational theory, systems thinking, economics, psychology, sociology and anthropology. Discussions in this chapter offer a platform to review growth of industrial marketing in reference to understanding organizational clients, experience sharing, technology for marketing, process of digital marketing, and digital governance. In addition, application of systems thinking in industrial marketing, and the role of macroeconomic drivers affecting technology, are also discussed in this chapter. This chapter identifies functional diversities that mark the development and advancement of industrial marketing strategies.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Aarikka-Stenroos, L., Sandberg, B., & Lehtimäki, T. (2014). Networks for the commercialization of innovations: A review of how divergent network actors contribute. Industrial Marketing Management, 43(3), 365–381.
Almquist, E., Cleghorn, J., & Sherer, L. (2018). The b2b elements of value. Harvard Business Review, 96(2), 72–81.
Ashkenas, R. (2007). Simplicity minded management. Harvard Business Review, 85(12), 101–109.
Bonabeau, E. (2007). Understanding and managing complexity risk. MIT Sloan Management Review, 48(4), 62–68.
Cabrera, D., Colosi, L., & Lobdell, C. (2008). Systems thinking. Evaluation and Program Planning, 31(3), 299–310.
Chung, J., Jin, B., & Sternquist, B. (2007). The role of market orientation in channel relationships when channel power is imbalanced. International Review of Retail, Distribution and Consumer Research, 17(2), 159–176.
Edelman, D. C., & Singer, M. (2015). Competing on customer journeys. Harvard Business Review, 93(11), 88–100.
Ferraro, F., & Cassiman, B. (2014). Three trends that will change how you manage: Globalization digitization and politicization. IESE-Insight Magazine, 23(4), 23–30.
Frank, A. G., Dalenogare, L. S., & Ayala, N. F. (2019). Industry 4.0 technologies: Implementation patterns in manufacturing companies. International Journal of Production Economics, 210, 15–16.
Gharajedaghi, J. (2006). Systems thinking: Managing chaos and complexity. San Diego, CA: Elsevier.
Gilboa, S., Seger-Guttmann, T., & Mimran, O. (2019). The unique role of relationship marketing in small businesses’ customer experience. Journal of Retailing and Consumer Services, 51(1), 152–164.
Gottfredson, M., & Schwedel, A. (2008, August 1). Cut complexity and costs, Harvard Business Publishing newsletters. Cambridge, MA: Harvard Business School Press.
Gorry, G. A., & Westbrook, R. A. (2011). Once more, with feeling: Empathy and technology in customer care. Business Horizons, 54(2), 125–134.
Hausman, A., Johnston, W. J., & Oyedele, A. (2005). Cooperative adoption of complex systems: A comprehensive model within and across networks. Journal of Business & Industrial Marketing, 20(4), 200–210.
Lechner, C., & Kreutzer, M. (2010). Coordinating growth initiatives in multi-unit firms. Long Range Planning, 43(1), 6–32.
Leonidou, C. N., & Hultman, M. (2019). Global marketing in business-to-business contexts: Challenges, developments, and opportunities. Industrial Marketing Management, 78(1), 102–107.
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116–126.
Ortiz-Villajos, J. M., & Sotoca, S. (2018). Innovation and business survival: A long-term approach. Research Policy, 47(8), 1418–1436.
O’Sullivan, T. (2010). Dangling conversations: Web-forum use by a symphony orchestra’s audience members. Journal of Marketing Management, 26(7), 656–670.
Petit, O., Velasco, C., & Spence, C. (2019). Digital sensory marketing: Integrating new technologies into multisensory online experience. Journal of Interactive Marketing, 45(1), 42–61.
Rajagopal. (2007). International marketing: Global environment, corporate strategy, and case studies. New Delhi: Vikas Publishing House.
Rajagopal. (2012). Systems thinking and process dynamics for marketing systems: Technologies and applications for decision management. Hershey, PA: IGI Global.
Rajagopal. (2020). Convergence of local enterprises with large corporations: Bridging industry 4.0 functions on broader business. In Rajagopal & R. Behl (Eds.), Innovation, technology, and market ecosystem: Managing industrial growth in emerging markets. New York: Palgrave Macmillan.
Rajagopal & Raquel, C. (2015). Understanding consumer behaviour and consumption experience. Hershey, PA: IGI Global.
Samiee, S., Chabowski, B. R., & Hult, G. T. M. (2015). International relationship marketing: Intellectual foundations and avenues for further research. Journal of International Marketing, 23(4), 1–21.
Sargut, G., & McGrath, R. G. (2011). Learning to live with complexity. Harvard Business Review, 89(9), 68–76.
Senge, P. M., & Carstedt, G. (2001). Innovating our way to next industrial revolution. Sloan Management Review, 42(2), 24–38.
Skaržauskiene, A. (2010). Managing complexity: Systems thinking as a catalyst of the organization performance. Measuring Business Excellence, 14(4), 49–64.
Sivaramakrishnan, S., & Krishna, A. (2017). QualityKiosk: Drawing up a sales strategy. Boston, MA: Harvard Business School Press.
Urban, G. L., Gosline, R. R., & Lee, J. (2017). The power of consumer stories in digital marketing. Sloan Management Review, 50(4), 10–13.
van Stel, A., & Stunnenberg, V. (2006). Linking business ownership and perceived administrative complexity. Journal of Small Business and Enterprise Development, 13(1), 7–22.
Wind, Y. J. (2005). Marketing as an engine of business growth: A cross-functional perspective. Journal of Business Research, 58(7), 863–873.
Wind, J. Y., Crook, C., & Gunther, R. (2004). The power of impossible thinking: How to transform the business of your life and the life of your business. Philadelphia: Wharton School Publishing.
Yip, G. S., & Johansson, J. K. (1994). Global marketing strategies of US and Japanese Business, Report 93–102. Boston, MA: Marketing Science Institute.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2020 The Author(s)
About this chapter
Cite this chapter
Rajagopal (2020). Industrial Marketing Generations. In: Transgenerational Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-33926-5_7
Download citation
DOI: https://doi.org/10.1007/978-3-030-33926-5_7
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-33925-8
Online ISBN: 978-3-030-33926-5
eBook Packages: Business and ManagementBusiness and Management (R0)