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

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.