Business to business competitive marketing: Practice and literature

Whither Business-to-Business Marketing Education?

The purpose of the paper is to discuss the future development of the business-to-business marketing curriculum. The conventional method of sub-dividing the overall marketing curriculum is appraised, and the legitimacy of business-to-business marketing as a component of the curriculum is assessed. Broad debates on business and marketing education, concerning managerial relevance and the place of...

Sustainability and business-to-business marketing: A framework and implications

Business to business governance structure and marketing strategy

a r t i c l e i n f o Keywords: Channel governance structure Marketing strategy Business to business marketing This study tries to find an answer to the question: Are different marketing channel governance structural dimensions equally conducive for different marketing strategies? The results from an empirical study suggest that different dimensions of channel governance structure may not be eq...

Marketing and business performance

Academics and managers have struggled for many years to understand and delineate the role of marketing in explaining business performance differences between firms. Most of the theory base for any such attempts has to be informed by strategic management theory, since the primary question that strategic management seeks to answer is why some firms outperform others over time. This paper synthesi...

Using social media in business-to-business marketing

If business-to-consumer (B2C) marketing is the waves and the froth on the surface, business-tobusiness (B2B) is the ocean underneath. Considerably larger, substantially hidden, rather mysterious, containing poorly understood but powerful currents, and with un-plumbed depths. While B2C marketers, perhaps obsessed with the excitement and glamour of big budget TV advertising campaigns, came rather...