Authors: Hans Jansson
Many hold IMP theory as a well defined and organized business marketing theory. I have to disagree. In its current state it is not.This argument is based on the following major observations:* IMP theory is still mainly an industrial marketing theory that requires to be re-formulated as a business marketing theory, at the same time as it must be distinguished from other business marketing theories in a better way.* IMP theory is mainly a product of the 1970’s – mid 1990’s and needs to be updated to the 21st century.*To become a business marketing theory for the future, IMP theory must also to be integrated with parallel on-going developments in marketing theory.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2008
Conference: Uppsala, Sweden (2008)