Following this introduction, the Chapter 2, “A Note on Knowledge Development in

Marketing,” by Amjad Hajikhani and Peter LaPlaca, examines four themes in the
development of marketing management knowledge. The discussion initially considers
the scientific basis for the marketing discipline, then the academic divide between
academic researchers and marketing managers.. Glynn, Mark & Woodside, Arch. (2012).
Chapter 1 Introduction to Business-to-Business Marketing Management: Strategies,
Cases, and Solutions. 10.1108/S1069-0964(2012)0000018006. Following this
introduction, the Chapter 2, “A Note on Knowledge Development in Marketing,” by
Amjad Hajikhani and Peter LaPlaca, examines four themes in the development of
marketing management knowledge. The discussion initially considers the scientific
basis for the marketing discipline, then the academic divide between academic
researchers and marketing managers.