Abstract
ABSTRACT This focussed issue of Journal of Business-to-Business Marketing on the subject of textbooks, their content and the growing internationalisation of the market prepared by Backhaus, Mell and Sabel is thus to be welcomed. The authors provide fertile ground for thinking about textbooks in three areas in particular. The first is why there are so many textbooks on the market. The second issue relates to the particular challenge posed to textbook authors by students with no experience of business markets. The third issue relates to the coverage of Business Marketing in other textbooks. A cooperative response to these issues from what is a relatively small community of business marketing researchers is identified and discussed.
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