Think outside the box : managerial relevance and theoretical developments within B2B marketing
Cecilia Anna Cederlund
| Year of publication: |
2014
|
|---|---|
| Authors: | Cederlund, Cecilia Anna |
| Published in: |
The journal of business & industrial marketing. - Bingley : Emerald Publishing Limited, ISSN 0885-8624, ZDB-ID 649550-3. - Vol. 29.2014, 7/8, p. 642-651
|
| Subject: | Managerial relevance | Theory development | Methodological clarity | Imagination | Creativity | Solution research mode | Kreativität | B-to-B-Marketing | Business-to-business marketing | Marketingtheorie | Marketing theory | Theorie-Praxis-Verhältnis | Theory-practice divide | Führungskräfte | Managers |