COVID-19 has proven to be a disruptive and world-altering event often forcing professional
salespeople to rapidly change the manner in which they do business. Thereby, this …

Although research in business-to-business (B2B) marketing has significantly increased,
critical voices questioning the managerial relevance and theoretical innovativeness of the …

50 years of social marketing: seeding solutions for the future | Emerald Insight Books and
journals Case studies Expert Briefings Open Access Publish with us Advanced search 50 years …

This article is a commentary on how marketing scholarship can be more relevant as it
tackles the human development challenges presented by the Sustainable Development …

Purpose The purpose of this study is to diagnose the trajectory of influential conceptual
articles in developing a research stream. The authors uncover the knowledge diffusion …

Purpose This study aims to explore what characteristics contribute to the definition of
relevance in business-to-business (B2B) marketing research and how/why different strands …

Abstract Hunt's (AMS Rev, 10, 189–198,) notion of the re-institutionalization of marketing as
a discipline provides the background for this commentary. This forward-looking context is …

Moller and Halinen (2022) are to be congratulated on their paradigm profiling of the North
American mainstream (NAM) and industrial marketing and purchasing (IMP) research …

Im wissenschaftlichen Diskurs nimmt die Zahl der Methoden, mit denen Organisationen auf
normative Erwartungen ihrer Stakeholder reagieren und sie berücksichtigen können, weiter …

This dissertation attempts to answer numerous calls to enhance the relevance of marketing,
both as a business function and as a scientific discipline. To improve the relevance of …