The theory/practice gap in B2B marketing: Reflections and search for solutions

Journal of Business and Industrial Marketing

Volumn 29, Issue , 2014, Pages 619-625

  Gummesson, Evert ^a  

^a STOCKHOLM UNIVERSITY   (Sweden)

Author keywords

Action research; Case theory; Complexity; Pragmatic wisdom; Theory practice gaps

Indexed keywords

EID: 84916878149     PISSN: 08858624     EISSN: None     Source Type: Journal    
DOI: 10.1108/JBIM-10-2013-0222     Document Type: Article

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