Commentary: Relative Presence of Business-to-Business Research in the Marketing Literature: Review and Future Directions
- 5 March 2009
- journal article
- editorial material
- Published by Taylor & Francis Ltd in Journal of Business-to-Business Marketing
- Vol. 16 (1-2), 40-54
- https://doi.org/10.1080/10517120802490004
Abstract
In this commentary we reaffirm the position taken by LaPlaca and Katrichis (2009 LaPlaca, P. J. and Katrichis, J. M. 2009. Relative presence of business-to-business research in the marketing literature. Journal of Business-to-Business Marketing, 16(1–2) [Google Scholar] ) that there is an underrepresentation of business marketing research in the marketing literature. Our comments highlight the sector size of business marketing in the economy, document the degree of difference on the inherent nature of business versus consumer marketing, compare the relative representation of business versus consumer emphasis in the marketing literature with other subfields, and close by suggesting means for enhancing business marketing research.Keywords
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