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1、外文文献翻译原文及译文标题:ThefutureofB2Bmarketingtheory:Ahistoricalandprospectiveanalysis作者:RobertoMoraCortez,WesleyJ.Johnston期刊:IndustrialMarketingManagement,卷:66页码:90-1Q2年份:2017字数:译文7100多字原文ThefutureofB2Bmarketingtheory:AhistoricalandprospectiveanalysisRobertoMoraCortez,WesleyJ.JohnstonAbstractTheeco
2、nomicpowerofB2Btransactionshasn'tbeenreflectedintheamountofpublishedresearchinmarketingjournals,andtherelevanceforpractitionersofthestudiesissuedhasbeenquestionedduringthelast20years.Howcanwebringacademiciansandpractitionerstogether?AfterstudyingthehistoryofB2Bmarketing,buildingonconfigurat
3、iontheory,andprospectingthefuturechallengesformarketers,theauthorsarguethattheresearcheffortsshouldbefocusedonsixmajorareasofinquiry:Innovation,CustomerJourneyandRelationshipValue,DataAnalytics,HarnessingTechnology,Marketing/FinanceInterfaceandRevenueGrowth,andIndustryContextorEcosystem.Spe
4、cifically,theypropose20theoreticalsub-categoriesthatarecompellingforacademiciansandrelevantforB2Bmarketers・Theresearchconclusionsandpropositionswereestablishedbyanexpertpanelthroughanexhaustiveranking-typeDelphimethodandrefinedusingacodingschemefromgroundedtheory.Theauthorsdiscusstheimplica
5、tionsfortheorydevelopmentandmanagerialinterest・Keywords:B2Bmarketing,Historicaldevelopment,Delphimethod,Coding,Theoryconstruction,Futurechallenges1.IntroductionBusinessaffairsbetweenorganizationshavebeenpresentsincetheoriginofcommerce.AccordingtoHadjikhaniandLaPlaca(2013),thestudyofBusiness
6、・to・Business(B2B)marketingcanbetracedbacktothe1890s,butkeycontributionshavebeendevelopedonlyduringthelastthreedecades,mainlyinspecializedjournalssuchasIndustrialMarketingManagement(IMM),JournalofBusinessandIndustrialMarketing(JBiM)andJournalofBusiness-to-BusinessMarketing(JBBM).However,itsr
7、epresentationinscientificmarketingresearchisweak(LaPlaca&Katrichis,2009).Whatcausesthisunderrepresentation?Notitseconomicpower.B2Btransactionsaccountedfor42%ofreportedUSrevenuesin2010(Lilien,2016),conformingtothelastpublishedUSDepartmentofCommercestatist