SERVICES MARKETING WITHIN BUSINESS-TO-BUSINESS CONTEXT: A CONTENT ANALYSIS OF 1996 – 2014 PERIOD
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...
Paper Details
Title
SERVICES MARKETING WITHIN BUSINESS-TO-BUSINESS CONTEXT: A CONTENT ANALYSIS OF 1996 – 2014 PERIOD
Published Date
Jun 1, 2017
Volume
5
Issue
2
Pages
49 - 59
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