Artikel
Advancing industrial marketing theory: The need for improved research
Industrial Marketing Management was the first journal devoted exclusively to advancing the science of industrial or business-to-business marketing. Prior to its launch in 1972, fewer than five percent of all articles published in marketing journals focused on industrial marketing1 while over half of the GDP in industrialized economies was due to B2B activities. Consumer marketing dominated academic research. With a new outlet for B2B research, the percentage of articles focusing on industrial marketing increased to 20 percent.
- Language
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Englisch
- Bibliographic citation
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Journal: jbm - Journal of Business Market Management ; Volume: 7 ; Year: 2014 ; Issue: 1 ; Pages: 284-288 ; Berlin: Freie Universität Berlin, Marketing-Department
- Classification
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Management
- Event
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Geistige Schöpfung
- (who)
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LaPlaca, Peter
- Event
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Veröffentlichung
- (who)
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Freie Universität Berlin, Marketing-Department
- (where)
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Berlin
- (when)
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2014
- Handle
- URN
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urn:nbn:de:0114-jbm-v7i1.840
- Last update
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10.03.2025, 11:43 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- LaPlaca, Peter
- Freie Universität Berlin, Marketing-Department
Time of origin
- 2014
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