Theory map of business marketing: Relationships and networks perspectives

Business marketing is a complex, multilayered, and dynamic social phenomenon that has been examined using a variety of theories from disciplines as diverse as economics and psychology. This theoretical evolution has led to a fragmented knowledge base. This article examines relationship marketing and business networks perspectives in business marketing. Based on an extensive metatheoretical review, the study shows that these approaches are based on incompatible theoretical assumptions and cannot be integrated into a general relationship marketing theory. By constructing an articulated theory map, the paper provides a positioning space and analysis of five approaches to business marketing: CRM, behaviorally driven relationship marketing, channel relationships, market as networks and actor relationships, and focal networks and strategic nets. The paper then suggests pursuing the development of two middle-range theories: market-based business marketing and network-based business marketing. These developments are used to offer an articulated research agenda for advancing business marketing theory and a discussion on the possibility of a general theory of marketing. (C) 2013 Elsevier Inc. All rights reserved.