The commentary discusses the analysis of the content of business marketing textbooks by Backhaus, Sabel and Mell and in particular the dichotomy managerial used to classify the approaches adopted. It is argued that such a dichotomy tends to veil different and changing assumptions regarding the task of marketing management in business markets, and the claim is made that the interplay between the different approaches is beneficial for the development of the body of knowledge of the discipline of business marketing.

Snehota, I., Tunisini, A., Business Marketing Textbooks as Framing of the Marketing Management, <<JOURNAL OF BUSINESS-TO-BUSINESS MARKETING>>, 2007; 14 (4): 93-97. [doi:10.1300/J033v14n04_07] [http://hdl.handle.net/10807/8551]

Business Marketing Textbooks as Framing of the Marketing Management

Snehota, Ivan;Tunisini, Annalisa
2007

Abstract

The commentary discusses the analysis of the content of business marketing textbooks by Backhaus, Sabel and Mell and in particular the dichotomy managerial used to classify the approaches adopted. It is argued that such a dichotomy tends to veil different and changing assumptions regarding the task of marketing management in business markets, and the claim is made that the interplay between the different approaches is beneficial for the development of the body of knowledge of the discipline of business marketing.
Inglese
Snehota, I., Tunisini, A., Business Marketing Textbooks as Framing of the Marketing Management, <<JOURNAL OF BUSINESS-TO-BUSINESS MARKETING>>, 2007; 14 (4): 93-97. [doi:10.1300/J033v14n04_07] [http://hdl.handle.net/10807/8551]
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/8551
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 1
  • ???jsp.display-item.citation.isi??? 2
social impact