Business Intelligence

The Structure And Evolution Of Business-To-Business Marketing: A Citation And Co-Citation Analysis

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Executive Summary

The field of Business-To-Business (B2B) Marketing has grown considerably in the last four decades. However the knowledge about its structure and evolution is limited to a small number of studies; especially comprehensive literature reviews that analyze the body of B2B-literature (Webster 1978; Reid & Plank 2000; LaPlaca & Katrichis 2009). These studies determine subareas of B2B-research, but neither do they deliver any insights about their interrelation nor about the impact of different authors or journals on their formation. Thus the purpose of the paper is to identify the most influential documents and journals in the field and to detect the main research fronts of B2B-marketing and their relations by investigating the large amount of citation data available.

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