Commentary: Relative Presence of Business-to-Business Research in the Marketing Literature: Review and Future Directions

Abstract

In this commentary we reaffirm the position taken by LaPlaca and Katrichis (2009) that there is an underrepresentation of business marketing research in the marketing literature. Our comments highlight the sector size of business marketing in the economy, document the degree of difference on the inherent nature of business versus consumer marketing, compare the relative representation of business versus consumer emphasis in the marketing literature with other subfields, and close by suggesting means for enhancing business marketing research.

KEYWORDS:

• business marketing
• industrial marketing
• literature reviews

Notes

1. Based on preliminary data received in direct communication with the ISBM to the second author, May 2008.

2. Top-tier journals include: Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research (there were none), Marketing Science, and Journal of the Academy of Marketing Science. If we add Management Science the number is 22 (23.65%). Some of these articles receive funding essentially post hoc.