Title: 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.
Publication Year: 2012
Publication Date: 2012-04-16
Language: en
Type: book-chapter
Indexed In: ['crossref']
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