Chapter 1 Introduction to Business-to-Business Marketing Management: Strategies, Cases, and Solutions

Abstract

Following this introduction, the Chapter 2, “A Note on Knowledge Development in Marketing,” by Amjad Hajikhani and Peter LaPlaca, examines four themes in the development of marketing management knowledge. The discussion initially considers the scientific basis for the marketing discipline, then the academic divide between academic researchers and marketing managers.

Citation

Glynn, M.S. and Woodside, A.G. (2012), "Chapter 1 Introduction to Business-to-Business Marketing Management: Strategies, Cases, and Solutions", Glynn, M.S. and Woodside, A.G. (Ed.) Business-to-Business Marketing Management: Strategies, Cases, and Solutions (Advances in Business Marketing and Purchasing, Vol. 18), Emerald Group Publishing Limited, Leeds, pp. 1-9. https://doi.org/10.1108/S1069-0964(2012)0000018006