Commentary: Relative Presence of Business-to-Business Research in the Marketing Literature: The Demand-Oriented Path Forward

Naresh K. Malhotra · Can Uslay

14 citations0/0 files storedJournal of Business-to-Business Marketing

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

Abstract

In this article we discuss the relative presence of business-to-business (B2B) research in the marketing literature. We concur that B2B research is underrepresented in marketing literature and business school curricula. Avenues for remedy, improvement, and future research are presented.

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2003Evolving to a New Dominant Logic for Marketing 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 2007Rethinking Customer Solutions: From Product Bundles to Relational Processes 1988The rediscovery of the marketing concept 2002Managing Business-to-Business Customer Relationships following Key Contact Employee Turnover in a Vendor Firm 2008The impact of the product to service shift in industrial markets and the evolution of the sales organization 2000Business Marketing Comes of Age: A Comprehensive Review of the Literature 2009Relative Presence of Business-to-Business Research in the Marketing Literature

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