tailieunhanh - Fundamentals of Business Marketing Research Chapter 4

Commentary: ThoughtsThoughts of Business Marketing Commentary: on the Future of Business Marketing. INTRODUCTION: THE PAST David Reid and Richard Plank have performed yeomen service to the business marketing profession in reviewing and summarizing twenty years of literature. | Commentary Thoughts olnlthe Future of Business Marketing David T. Wilson INTRODUCTION THE PAST David Reid and Richard Plank have performed yeomen service to the business marketing profession in reviewing and summarizing twenty years of literature. Nevertheless when one covers so much material I am sure that each reader will find some fault with the review as a favorite paper may be left out of the review or the organization is not as the reader would have done. Our minor quibbles with the review do not change the fact that Reid and Plank Rp have assembled a starting point for anyone interested in pursuing traditional research in business marketing. The RP review describes how we have emerged as a discipline over the years. The literature summarized in the Webster and Wind book 1973 and Webster s review 1978 would have been a good predictor of the future research done in the current review time period of 1978 to 1998. The main changes in the research studies reflect our methodology becoming more sophisticated and our theories more elegant. We continued with business as usual over the life of the RP review. They have performed a major service to business marketing in organizing our historic literature. However a scholarly review of the 1998 to 2018 period will likely find that the literature in business marketing will not represent a continuation of the literature of the RP review. We are entering a period in which business-to-business marketers in industry and in academics will be challenged to justify our contributions to our respective organizations. The digital marketplace will push all of us to redesign our research programs. The rapid transition of the business-to-business from a business as usual to digital net driven will change how firms interact. Business Week January 17 2000 notes Total sales using B2B e-commerce have exploded from almost zero a few years ago to 229 230 FUNDAMENTALS OF BUSINESS MARKETING RESEARCH 114 billion today according to Goldman .