Gummesson, Evert - In: Journal of Business & Industrial Marketing 29 (2014) 7/8, pp. 619-625
Purpose – The purpose of this study was to suggest pragmatic ways of dealing with the business-to-business (B2B) theory/practice gap. Design/methodology/approach – Reflecting on experience both as a researcher and practitioner. Findings – B2B marketing is characterized by complexity. There...