Constructing Business-to-Business Marketing Models that Overcome the Limitations in Variable-Based and Case-Based Research Paradigms
Purpose: This article describes the principal limitations frequently observable in variable-based and case-based research in business-to-business (B-to-B) marketing. Focus: The limitations relate to B-to-B theory construction, data collection, and data analysis and interpretation. The principal limi...
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| Format: | Journal Article |
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Best Business Books
2015
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| Online Access: | http://hdl.handle.net/20.500.11937/53251 |