Business-to-Business Marketing, a four-volume collection, is the only detailed survey of business-to-business marketing literature that captures the state of the discipline in its entirety. Business-to-business marketing is fast catching up with business-to-consumer marketing as a subject of study, and in recognition of its widening appeal this collection of seminal articles will be of interest to students, researchers and lecturers of general management, as well as those of marketing.
It serves as an intellectual touchstone for academics interested in developing their own research interests further, or who are considering incorporating more business-to-business scholarship. Some of the topics addresses will be familiar, such as marketing channels and relationship marketing, while others are likely to be more novel, like organizational purchasing, supply chains and industrial networks.
Assembled and introduced by a team of experts in the field, this collection is an invaluable snapshot of the key theoretical, methodological and managerial issues in this critical and expanding area.
In our attempt to provide a particular type of overview of the field of business-to-business (B2B) marketing in this Introduction, we are assuming that the readers of the collection will mainly comprise academics and postgraduate research students. This means that the development and history of the field can be dealt with relatively briefly herein, allowing us instead to devote more space to providing explanations for, and analyses of, the structure and content of the collection.
Thus, in the following pages we will discuss how we arrived at our selection of sub-topics, their relative weighing, and their ordering, as well as our choice of specific papers and sources. We shall reflect on issues such as the contexts and periods explored, and the ...