Business-to-business marketing: What is important to the practitioner?

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Marketing Intelligence & Planning

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Subject Area: Marketing

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Document Information:
Title:	Business-to-business marketing: What is important to the practitioner?
Author(s):	Gary Reed, (Business School, Loughborough University, Loughborough, UK), Vicky Story, (Business School, Loughborough University, Loughborough, UK), Jim Saker, (Business School, Loughborough University, Loughborough, UK)
Citation:	Gary Reed, Vicky Story, Jim Saker, (2004) "Business-to-business marketing: What is important to the practitioner?", Marketing Intelligence & Planning, Vol. 22 Iss: 5, pp.501 - 510
Keywords:	Business-to-business marketing, Marketing intelligence, Private sector organizations, Public sector organizations
Article type:	General review
DOI:	10.1108/02634500410551888 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	The paper reports on research sponsored by the Chartered Institute of Marketing as part of its Canon of Knowledge initiative. The paper addresses the issue of what areas currently being taught as part of the discipline of marketing are considered important by business-to-business marketing practitioners. It also examines how these differ between the private and public sectors and identifies the tools and techniques felt to be most useful to practitioners.