Response to: “The Journal of Business-to-Business Marketing Comes of Age”

ABSTRACT

The Journal of Business-to-Business Marketing (JBBM) has been in existence for thirteen years. This article reflects upon the original article, written by Lichetenthal, Mummalaneni, and Wilson, that conducts a self-examination of the journal's first years of operation. In response, we raise questions about the original article, take an alternative look at the summary of articles presented, and offer our appraisal of future JBBM operations.

KEYWORDS:

• Content analysis
• journal self-evaluation
• business marketing