Benjamin Österle, Carolina Herrando, Anne Köpsel, Marc Kuhn
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“Business-to-Business-to-Brain?” Reviewing Neuroscience Research in B2B-Marketing Using TCCM Analysis
Neuroscientific findings seem to call into question several psychological fundaments of research in B2B-Marketing. Neuroscience was also recently proposed as an important area for interdisciplinary...
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The Journal of Business-to-Business Marketing® encourages diversity in approaches to business marketing theory development, research methods, and managerial problem solving. An editorial board comprised of outstanding, internationally recognized scholars and practitioners ensures that the journal maintains impeccable standards of relevance and rigorous scholarship. The Journal of Business-to-Business Marketing features: •basic and applied research that reflects current business marketing theory, methodology, and practice •articles from leading researchers covering topics of mutual interest for the business and academic communities
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