Purpose – The purpose of this study was to suggest pragmatic ways of dealing with the business-to-business (B2B) theory/practice gap. Design/methodology/approach – Reflecting on experience both as a researcher and practitioner. Findings – B2B marketing is characterized by complexity. There...

Purpose – The purpose of this paper is to propose that the recasting of supplier and customer roles reconfigures the role of marketing. Design/methodology/approach – A conceptual paper that suggests the need to rethink the role of marketing in the strategic decision making of companies. The...

Purpose This paper aims to emphasize the need for generation of more general, abstract and grand theory in marketing by synthesizing relationship marketing and other developments and to address complexity instead of fragmented bits of marketing. Design/methodology/approach This study is a...