Startseite Empirical B-to-B Marketing Research – A Literature-based Analysis of the Period Between 1983 and 2012
Natalie Kienzle: Empirical B-to-B Marketing Research – A Literature-based Analysis of the Period Between 1983 and 2012
Natalie Kienzle: Empirical B-to-B Marketing Research – A Literature-based Analysis of the Period Between 1983 and 2012

Natalie Kienzle - Empirical B-to-B Marketing Research – A Literature-based Analysis of the Period Between 1983 and 2012

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Über das Buch

- in englischer Sprache -

Zum Inhalt

Business-to-Business (B-to-B) marketing has become an essential research discipline in the marketing science. This has increased the necessity to review the existing literature not only with regard to investigated topics but in regard to the applied methodology as well, as the methodology constitutes the foundation of every research discipline and indicates the scientific maturity level.

Since existing literature reviews merely give a partial analysis of the methodology, the purpose of this study is to provide a more comprehensive analysis in order to reveal methodological deficits and remarkable trends in the B-to-B marketing science. [...]

Schlagworte

Marketing, Business-to-Business, Inhaltsanalyse, Methodik, Methodological Literature Review, Research Methods, Status Quo Analyse, Content Analysis, Authors‘ Adjusted Appearance, Publishing Productivity, B-to-B Marketing Topics, B-to-B Marketing Authorships, B2B

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