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Services Marketing Within Business-To-Business Context: A Content Analysis Of 1996 – 2014 Period

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  • Ceren Akman Biyik

    (Dokuz Eylul University, Turkey)

Abstract

The aim of the study is to conduct a content analysis of services marketing within business-to-business context that were published between years 1996-2014. A qualitative approach was used and content analysis was conducted on 71 articles from 24 journals in this study. Firstly, thematic investigation was conducted, and then coding process was completed. According to the results of content analysis, top research topics are determined based on services marketing and business-to-business context. The findings of the study also showed the least studied topics and shed light on new research areas to the researchers in the field of services marketing and business-to-business.

Suggested Citation

  • Ceren Akman Biyik, 2017. "Services Marketing Within Business-To-Business Context: A Content Analysis Of 1996 – 2014 Period," Eurasian Journal of Business and Management, Eurasian Publications, vol. 5(2), pages 49-59.
    • Handle: RePEc:ejn:ejbmjr:v:5:y:2017:i:2:p:49-59
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    File URL: http://eurasianpublications.com/Eurasian-Journal-of-Business-and-Management/Vol.-5-No.2-2017/EJBM-6.pdf
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    References listed on IDEAS

    as
    1. Rajagopal, 2012. "Customer-Centric Business Management," Palgrave Macmillan Books, in: Darwinian Fitness in the Global Marketplace, chapter 8, pages 225-252, Palgrave Macmillan.
    2. Money, R. Bruce, 2004. "Word-of-mouth promotion and switching behavior in Japanese and American business-to-business service clients," Journal of Business Research, Elsevier, vol. 57(3), pages 297-305, March.
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