Commentary: Relative Presence of Business-to-Business Research in the Marketing Literature: The Demand-Oriented Path Forward |
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| Authors: | Naresh K. Malhotra Can Uslay |
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| Affiliation: | 1. Georgia Institute of Technology, College of Management , Atlanta, Georgia, USA naresh.malhotra@mgt.gatech.edu;3. Chapman University, Argyros School of Business and Economics , Orange, California, USA |
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| Abstract: | In this article we discuss the relative presence of business-to-business (B2B) research in the marketing literature. We concur that B2B research is underrepresented in marketing literature and business school curricula. Avenues for remedy, improvement, and future research are presented. |
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| Keywords: | industrial marketing business-to-business marketing marketing literature commentary |
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