Sarin, Sharad - In: Journal of Business & Industrial Marketing 27 (2012) 3, pp. 160-168
Purpose – This paper aims to review the author's association with the discipline of business‐to‐business (B2B) marketing for nearly 40 years. Of these, 34 were spent teaching in a postgraduate institute, i.e. the Xavier Labour Relations Institute (XLRI), Jamshedpur, India....
