Marketing business-to-business: Análise da produção científica brasileira de 2008 a 2018

Renato Calhau Coda and Gustavo Henrique Carvalho de Castro

RAE - Revista de Administração de Empresas, 2019, vol. 59, issue 4

Abstract: This study presents a literature review on Brazilian business-to-business (B2B) marketing from 2008 to 2018. The methods used included review topic selection, literature search, data collection and reading, and analysis of scientific periodical publications of a level greater than or equal to B2. Theoretically, B2B marketing has been associated with six themes: innovation, customer journey and value relationship, data analysis, technology utilization, integration between marketing and finance, and marketing ecosys­tems. In terms of methodology, quantitative research, survey utilization, transverse temporal cuts, non-probability sampling, and use of questionnaire scales for data gathering have prevailed in this field. It was found that empirical research has mainly focused on customer journey and value relationship. This study contributes to existing literature by providing several future research possibilities; in addition, it draws a parallel between Brazilian and international scientific production on the topic to suggest an overview of future B2B marketing research.

Date: 2019
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