ABSTRACT
The study of business marketing as a distinct subject matter has had a surprisingly long history. Despite Fern and Brown’s challenge, industrial marketing, or business marketing as it has come to be known, continues to grow as a specific subdiscipline within marketing. The review begins with a summary profile of the database that provides information on the number of articles from each publication source, the number of articles per year, and a descriptive breakdown of the articles in terms of empirical versus nonempirical methodology, research design, and major statistical techniques. Scales were often used, but factor structures and other measures of scale validity and reliability were not always reported in earlier articles, leaving the reader to assume the scale performed as had been reported in previous research. The classification scheme used reflects the categories typically used in business marketing textbooks.
