Advances in industrial marketing theory and research from the Journal of Business and Industrial Marketing

Since 1978 business marketing has seen a great deal of research activity. It is reasonable to ask whether this has led to advances in theory development and a general increase in our level of knowledge of business marketing. This article reviews the business marketing literature from 1978–1997 from twenty-three journals, five sets of proceedings, and selected books of articles in an attempt to answer that question. Over two thousand articles were examined to assess the current state of the field and suggest directions for future development. As the sheer number of articles since 1978 would suggest, the field of business marketing has attracted a considerable amount of attention. Close examination of the past twenty years of research, however, clearly indicates that certain areas have received a disproportionate share of the research effort. Organizational buyer behavior, strategy and planning, and sales management accounted for over forty percent of the articles published. Important areas such as...

Business Marketing Comes of Age : A Comprehensive Review of the Literature

For a company the size of GTE, the name itself carries an image that evokes fundamental promises to customer. It is important that this image be as clear and as positive as possible because all product benefits are ultimately evaluated in light of the expectations raised by the corporate image. Before GTE looks at how to convey specific product messages to customers, it is concerned about the image that it projects as a corporation. GTE's corporate ad campaign over the past ten years has been directed at improving the public's recognition of GTE. As its markets become more competitive, it is finding that the concept of corporate image — the concept of market positioning — is more important than ever.

Sharpening the corporate image for a service company

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Sharpening the corporate image for a service company

Controlling Shareholders in Corporate Governance: Cure or Cause for Short-Termism?

Pre-Emption Rights and Shareholder Approval of Share Issuances in Europe: An Accountability Gap?

Setting the Scene: The Characteristics, Causes and Consequences of Shareholder Activism