"Fundamentals of Business Marketing Research" by David A. Reid and Richard E. Plank synthesizes decades of B2B literature, establishing foundational domains including organizational buying behavior, strategy, and the marketing mix. The text highlights the shift toward service-dominant logic, the importance of the extended enterprise, and the need for rigorous, empirical research methods in B2B contexts. For more details, visit Routledge . Fundamentals of Business Marketing Research - 1st Edition
"Fundamentals of Business Marketing Research" by David A. Reid and Richard E. Plank synthesizes decades of B2B literature, establishing foundational domains including organizational buying behavior, strategy, and the marketing mix. The text highlights the shift toward service-dominant logic, the importance of the extended enterprise, and the need for rigorous, empirical research methods in B2B contexts. For more details, visit Routledge . Fundamentals of Business Marketing Research - 1st Edition
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