Grönroos, C. (2006) ‘On defining marketing: finding a new roadmap for marketing’, Marketing Theory, 6(4), 395-417.

This article compliments the discussion in chapter one regarding the goods vs. services dichotomy. Using Grönroos’ proposals (derived mainly from service and relationship marketing research) it is possible to reflect on the scope and content of marketing in a business-to-business setting.

Wittkowski, K., Moeller, S. and Wirtz, J. (2013) ‘Firms’ intentions to use non-ownership services’, Journal of Service Research, 16(2): 171-185.

This article demonstrates very strongly, even in a recessionary climate where financial aspects are inevitably prioritised in strategic decision making, that companies are often driven by considerations other than those which are financial (at least in the short term).  It also demonstrates very clearly a core tenet of out text book that business-to-business marketing is all about value creation through resource dependence: companies accessing resources from companies that they typically do not own but the sharing of which generates value to both parties (or multiple parties in a network context).