Business-to-Business Marketing: Looking Back, Looking Forward

Author(s): Rajdeep Grewal and Gary L. Lilien

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at https://www.e-elgar.com/shop/handbook-of-business-to-business-marketing.

The goal of this introductory chapter is to provide a brief overview and perspective on the B2B Handbook and on the field of B2B research. The next section outlines our view on why the field has attracted so (relatively) little academic attention and what we can do to address the challenges of performing research in the B2B domain. Next, an overview of the handbook is presented. Next we sketch a few ideas about where further research needs lie in the B2B domain. Each chapter suggests research directions on the particular topic it covers; we supplement those recommendations by focusing on areas not covered within them.
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