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Commentary
on “Business-to-Business
Marketing Textbooks:
A Comparative Review�
James A. Narus
ABSTRACT. Professor Backhaus and his colleagues undertake ambitious
research to evaluate American textbooks on business-to-business
marketing. Yet, in the process they do not report formal and universally
accepted standards for business-to-business marketing textbook design
and content, choosing instead to draw upon their own informally derived
preferences. They apply the Bloom et al. (1956) taxonomy, on a
limited basis, without providing validity and reliability test results.
They evaluate several textbooks on the coverage characteristics of “instrumentally-
oriented� and “marketing-management� approaches to
marketing. They conclude by promoting the “transaction- types� approach
and in particular the Backhaus version as a suitable framework
for a business-to-business marketing textbook. My assessment follows.
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Approximate Word Count: 5762
Approximate Pages: 24 (250 words per double-spaced page)

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