Business‐to‐business marketing

Vicky Mary Story · Jim Saker

52 citations0/0 files storedMarketing Intelligence & Planning

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Management and Marketing Education Marketing and Advertising Strategies Business and Management Studies

Abstract

The paper reports on research sponsored by the Chartered Institute of Marketing as part of its Canon of Knowledge initiative. The paper addresses the issue of what areas currently being taught as part of the discipline of marketing are considered important by business‐to‐business marketing practitioners. It also examines how these differ between the private and public sectors and identifies the tools and techniques felt to be most useful to practitioners.

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References

1972Principles of Marketing 1993Questionnaire Design, Interviewing and Attitude Measurement 1977Marketing Research: Methodological Foundations 2000Marketing Research: An Applied Approach 2017Managing Business Relationships 1989Marketing Concepts and Strategies 1996Interaction, relationships and networks in business markets: an evolving perspective 2002Internal Marketing: Tools and Concepts for Customer-Focused Management

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