Author: J. David Lichtenthal
and Venkatapparao Mummalaneni
Summary:
In this commentary we reaffirm the position taken by LaPlaca and Katrichis (2009
) that there is an underrepresentation of business marketing research in the marketing literature. Our comments highlight the sector size of business marketing in the economy, document the degree of difference on the inherent nature of business versus consumer marketing, compare the relative representation of business versus consumer emphasis in the marketing literature with other subfields, and close by suggesting means for enhancing business marketing research.
