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This paper is intended to spark some discussion pertaining to the extent to which marketers can safely generalize when discussing the nature and characteristics of industrial, business-to-business marketing. Are we correct in offering students and in-company training program generalizations, which cut across the marketing domain? Are we doing justice to the core nuances if we simply draw out the variations between consumer goods, services, industrial and business-to-business marketing? Is there a different "cut of the cake" which should, as the new millennium dawns, be the focus of textbooks and marketing courses?
As co-author of one of the leading introductory marketing texts, Marketing: Concepts & Strategies (Dibb et al...
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Are we correct in offering students and in-company training program generalizations, which cut across the marketing domain? Are we doing justice to the core nuances if we simply draw out the variations between consumer goods, services, industrial and business-to-business marketing? Is there a different "cut of the cake" which should, as the new millennium dawns, be the focus of textbooks and marketing courses?
As co-author of one of the leading introductory marketing texts, Marketing: Concepts & Strategies (Dibb et al...
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