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  • Search: subject:"Theory/practice gaps"
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Year of publication
Subject
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Action research 2 Case theory 2 Complexity 2 Pragmatic wisdom 2 Theory/practice gaps 2
Online availability
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Undetermined 1
Type of publication
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Article 2
Type of publication (narrower categories)
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Article in journal 1 Aufsatz in Zeitschrift 1 research-article 1
Language
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English 2
Author
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Gummesson, Evert 2 Lars-Johan Ã…ge, Dr. Cecilia Anna Cederlund, Dr. 1
Published in...
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Journal of Business & Industrial Marketing 1 The journal of business & industrial marketing 1
Source
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ECONIS (ZBW) 1 Other ZBW resources 1
Showing 1 - 2 of 2
Cover Image
The theory/practice gap in B2B marketing: reflections and search for solutions
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...
Persistent link: https://www.econbiz.de/10014844590
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Cover Image
The theory/practice gap in B2B marketing reflections and search for solutions
Gummesson, Evert - In: The journal of business & industrial marketing 29 (2014) 7/8, pp. 619-625
Persistent link: https://www.econbiz.de/10010422021
Saved in:
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