Knowledge in advertising and B2B marketing communications : the search for the literature in a global environment

Patti, Charles & van Dessel, Maria (2008) Knowledge in advertising and B2B marketing communications : the search for the literature in a global environment. In The Global Marketing Conference, Academy of Marketing Science, 20-24 March 2008, Shanghai Jiao Tong University, Shanghai.


Knowledge of a discipline's literature is critical to scholarly work - for PhD students, early-career researchers, educators, and other professionals. This study takes a first step in building a readings list in the advertising and business to business (B2B) marketing communications areas. Using a three-themed framework, 537 members of editorial boards of the leading, global journals in advertising and B2B were invited to submit recommended readings that are fundamental to their disciplines areas. The resulting 172-item reading list is presented in the paper along with commentary on the list and suggestions for how the list can be enhanced and utilized to advance marketing education in a global context.

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ID Code: 20908
Item Type: Conference Paper
Refereed: No
Keywords: Advertising Communcations, Business-to-Business, Reading List, Marketing Education
Subjects: Australian and New Zealand Standard Research Classification > EDUCATION (130000) > CURRICULUM AND PEDAGOGY (130200) > Economics Business and Management Curriculum and Pedagogy (130203)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2008 [please consult the authors]
Deposited On: 02 Jun 2009 23:40
Last Modified: 29 Feb 2012 13:45

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