Business Marketing Textbooks as Framing of the Marketing Management

The commentary discusses the analysis of the content of business marketing textbooks by Backhaus, Sabel and Mell and in particular the dichotomy managerial used to classify the approaches adopted. It is argued that such a dichotomy tends to veil different and changing assumptions regarding the task of marketing management in business markets, and the claim is made that the interplay between the different approaches is beneficial for the development of the body of knowledge of the discipline of business marketing.