Natalie KienzleEmpirical B-to-B Marketing Research – A Literature-based Analysis of the Period Between 1983 and 2012

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Business-to-Business (B-to-B) marketing has become an essential research discipline in the marketing science. This has increased the necessity to review the existing literature not only with regard to investigated topics but in regard to the applied methodology as well, as the methodology constitutes the foundation of every research discipline and indicates the scientific maturity level.

Since existing literature reviews merely give a partial analysis of the methodology, the purpose of this study is to provide a more comprehensive analysis in order to reveal methodological deficits and remarkable trends in the B-to-B marketing science.