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Sheth, J. N., & Sharma, A. (2006). The Surpluses and Shortages in Business-to-business Marketing Theory and Research. Journal of Business & Industrial Marketing, 21, 422-427.
https://doi.org/10.1108/08858620610708902

has been cited by the following article:

• TITLE: B2B Marketing—Social Marketing

  AUTHORS: Delores Leonard

  KEYWORDS: Business-Business-Marketing, Social Marketing, Marketing, Social Marketing, Social Branding, Social Media

  JOURNAL NAME: Open Journal of Business and Management, Vol.13 No.2, March 6, 2025

  ABSTRACT: Since the 1990s, business (B2B) marketing has been in debate, and marketers have been unable to agree on a B2B branding model. This paper is an analysis of the B2B marketing field and discusses current issues and dilemmas. Social marketing is explored, and theories and different areas are discussed. When exploring social marketing, the importance of reporting the effects of social marketing on B2B and other industries is emphasized. This paper includes documentation of the positive aspects of social marketing in B2B and other industries and highlights the limitations, future research, and future direction of social marketing in B2B.