Levels of Analysis in Business-to-Business Marketing

Autor:	Ricky Wilke, Thomas Ritter
Rok vydání:	2006
Předmět:	Marketing business.industry Quantitative marketing research Marketing strategy Marketing science Management Information Systems Market research Marketing management New business development Business marketing Sociology business Marketing research
Zdroj:	Journal of Business-to-Business Marketing. 13:39-64
ISSN:	1547-0628 1051-712X
DOI:	10.1300/j033v13n03_02
Popis:	Over the last 50 plus years, many authors have contributed to our understanding of business markets. As this research area is complex, researchers have addressed issues from different levels of analysis hereby also using a variety of theories (e.g., economics, sociology, psychology). In order to gain a comprehensive understanding of those contributions and to shed light on research in business-to-business marketing as a discipline, it is important to define the different levels of analysis so that the different studies can be viewed in relation to each other. Therefore, this paper develops such framework for business-to-business marketing. The framework also sensitizes researchers to the relationship between the level of analysis and the level at which data is collected. Furthermore, the framework can be applied to map the research areas within the business-to-business marketing field and to define areas of further investigation.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::5526aeb54487e9c7f9852bf693c322b1 https://doi.org/10.1300/j033v13n03_02 Zobrazit plný text záznamu Plný text ve formátu PDF