국내 B2B마케팅의 연구 동향과 향후 연구방향

초록

There have been many academic researches in consumer marketing area for the last two decades in Korea. On the contrary to the B2C(Business-to-Consumer) marketing, not many academic researches in B2B(Business-to-Business) marketing area have been conducted in Korea. In this paper, we tried to investigate and summarize the all B2B marketing research papers which were published in four major academic journals of Korea during the last 10 years. We also tried to critically review those underlying papers in B2B marketing area and suggest some future research directions of B2B marketing in Korea.

키워드