Introduction to the special issue on the nature of industrial marketing work

Mark Palmer, Yann Truong

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Peter Drucker once remarked that everything degenerates into work, and if it does not degenerate into work, nothing gets done. This special issue presents our vision for generating more analytical attention to the nature of industrial marketing work and to explore ways in which future research can contribute to this nascent research area. In this introductory article we seek to scope out an agenda for taking some of the themes of industrial marketing work further. In particular, the review points to the opportunities within industrial marketing, drawing on the intersections of Margaret Archer’s morphogenetic agency approach with the neo-institutional and Computer Supported Cooperative Work (CSCW) fields of study. It then highlights the useful contributions of the papers in this special issue. Our contribution lies in advancing new avenues for researching and, in so doing, ensuring something gets done to research this nascent area.
Original languageEnglish
JournalIndustrial Marketing Management
Early online date08 Feb 2019
Publication statusEarly online date - 08 Feb 2019


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