Industrial Marketing Organization: Dimensions of the Problem, State- of-the-Art, and Directions for Future Research

The purpose of this paper is to re-launch research on industrial marketing organization. The authors argue that the degree of attention the topic receives in the academic community is diametrically opposed to its relevance to practitioners. Starting off with a summary of the extant literature on the topic they present the findings from a qualitative study aiming at identifying current trends and major problems perceived by managers in the field of marketing organization. The findings show that various promising fields for future research exist.