Now showing items 1-2 of 2
Improving relevance in B2B research : Analysis and recommendations
Purpose – The purpose of the study is to identify and discuss critical aspects of the academic/practitioner gap and suggest how to make marketing research more relevant. Design/Methodology/Approach – The study uses data ...
Doing Business with China : Comparative Content Analysis of the Business-to-Business Marketing Literature
A systematic search procedure was used to identify papers concerning B2B marketing to and within China presented at the IMP conference or published in prominent journals during the period 2000 to 2011. Two samples of papers ...