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| Titel: |
Commentary on “Business-to-Business Marketing Textbooks: A Comparative Review” |
| Auteur: |
Narus, James A. |
| Verschenen in: |
Journal of business-to-business marketing |
| Paginering: | Jaargang 9 (2002) nr. 4 pagina's 85-99 |
| Jaar: |
2002-09-01 |
| Inhoud: |
Professor Backhaus and his colleagues undertake ambitious research to evaluate American textbooks on business-to-business marketing. Yet, in the process they do not report formal and universally accepted standards for business-to-business marketing textbook design and content, choosing instead to draw upon their own informally derived preferences. They apply the Bloom et al. (1956) taxonomy, on a limited basis, without providing validity and reliability test results. They evaluate several textbooks on the coverage characteristics of “instrumentally-oriented” and “marketing-management” approaches to marketing. They conclude by promoting the “transaction- types” approach and in particular the Backhaus version as a suitable framework for a business-to-business marketing textbook. My assessment follows. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 7 van 9 gevonden artikelen
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