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Business Marketing Comes of Age:Comes of Age: Business Marketing A Comprehensive Review of the Literature.NTRODUCTION AND METHODOLOGY. The study of business marketing as a distinct subject matter has had a surprisingly long history.for example the first casebook deal-ing with industrial marketing was Frederic(1934). | Business Marketing Comes ofAge A Comprehensive Review of the Literature David A. Reid Richard E. Plank INTRODUCTION AND METHODOLOGY The study of business marketing as a distinct subject matter has had a surprisingly long history. For example the first casebook dealing with industrial marketing was Copeland 1930 and an early textbook strictly on industrial marketing was Frederick 1934 . Academic research on the subject was relatively sparse until 1972 when Industrial Marketing Management was introduced as a peer-refereed journal specifically for industrial marketing. Since that time academic research within the context of industrial and business marketing has continued to progress. The last comprehensive review of the field was Webster 1978a . Hence the focus of this review is on in-dustrial business marketing research that was published from 1978 through 1997. Despite Fern and Brown s 1984 challenge industrial marketing or business marketing as it has come to be known continues to grow as a specific subdiscipline within marketing. Since 1978 almost 2 200 articles dealing with business marketing have been published in the selected refereed academic outlets included in this review. Currently there are close to a dozen business marketing textbooks in print the most recent being Anderson and Narus 1999 compared to only two major U.S. textbooks in 1978 Hill Alexander and Cross 1975 and Corey 1973 . There have also been a number of books targeted to executives on various aspects of business marketing e.g. The authors would like to thank the editor J. David Lichtenthal and the three anonymous reviewers for their constructive comments and contributions to this paper during the review process. 1 2 FUNDAMENTALS OF BUSINESS MARKETING RESEARCH Patti and Kennedy 1991 Messer 1992 Sherlock 1992 Skinner 1995 Yovovich 1995 Peck 1997 Bly 1998 Silverstein 1998 . Given the tremendous growth in the business marketing literature since 1978 it seems only appropriate to ask how much .
