B2B marketing's balancing act

Ralph A. Oliva, Bob Donath

Research output: Contribution to journalArticlepeer-review


Knowing the most important challenges B2B marketers face now and through the end of the decade allows marketing managers and the academic research and consulting communities that serve them to improve marketing performance where it will count most. According to the newly released B-to-B Marketing Trends 2010 Study by the Institute for the Study of Business Markets, seven critical issues will top the list of importance for the next three years.

Original languageEnglish (US)
Pages (from-to)24-30
Number of pages7
JournalMarketing Management
Issue number5
StatePublished - Sep 2008

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing


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