Abstract
The development of marketing as a discipline shows some differences between the US-dominated mainstream and theory emerging from Germany — particularly in the field of business-to-business marketing. Contemporary marketing thinking in this area in Germany is founded largely on institutional economics, with property rights theory, transaction cost economics (TCE), agency theory (AT) and information economics playing supporting roles. Based on these theories a ‘leistungs’ or ‘value’ approach has developed that permits the integration of concepts such as process thinking and services orientation in marketing with these other theories. An extended view of the system of marketing management is described that reveals new areas for marketing research and analysis in business-to-business marketing.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.