Postmodern approaches in business‐to‐business marketing and marketing research

Autor:	J. Tomás Gómez Arias, Laurentino Bello Acebrón
Rok vydání:	2001
Předmět:	Marketing Return on marketing investment business.industry Public relations Marketing strategy Marketing science Market research Marketing management New business development Business marketing Business and International Management business Marketing research
Zdroj:	Journal of Business & Industrial Marketing. 16:7-20
ISSN:	0885-8624
DOI:	10.1108/08858620110364431
Popis:	Most conventional research methodologies both in consumer and business‐to‐business marketing are modernist in nature, but their applicability in an increasingly postmodern business setting is decaying. Postmodern conditions are particularly prevalent in the business‐to‐business arena but, although new postmodern research methods are slowly growing in popularity in consumer markets, their use by business‐to‐business market researchers is still almost nonexistent. The article contributes to filling the existing vacuum in the business‐to‐business marketing literature and provides a framework for the use of postmodern research methods in industrial markets. A short case is used as illustration of this use.
Databáze:	OpenAIRE
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