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| Tekijä: | Backhaus, K. Muehlfeld, K. Okoye, D. |
| Otsikko: | Business-to-Business Marketing Textbooks: A Comparative Review |
| Lehti: | Journal of Business-to-Business Marketing
2002 : VOL. 9:4, p. 27-64 |
| Asiasana: | COMPARATIVE RESEARCH MARKETING EDUCATION OBJECTIVES |
| Kieli: | eng |
| Tiivistelmä: | Even in this high-tech age, textbooks remain a very significant teaching instrument. Half of all lectures at US business schools use textbooks as the basis for their business-to-business marketing courses. Against this background, a comparative analysis of a selection of English speaking textbooks on b-to-b marketing was conducted. The objective was to identify the various strengths and weaknesses and hence suitability for different purposes through a systematic, methodologi cally valid comparison, of state-of-the-art textbooks on the subject. Criteria and methods for comparison are derived from the stated objectives of b-to-b textbooks. |
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