ABSTRACT

This practitioner note offers a defense of the challenger approach to business-to-business marketing in light of the critiques by Rapp et al. (2014) and Inks et al. (2019). This practitioner note also extends the recent conceptual and historical discussion by Lim (2020) through an in-depth rejoinder that champions the merits and remedies the critiques of challenger marketing. From a theoretical standpoint, this practitioner note should assist in alleviating the concerns of critics and skeptics on challenger marketing as well as motivating greater interest in and promoting greater understanding and application of the concept in business-to-business marketing research. From a practical standpoint, this practitioner note should generate greater interest in challenger marketing and increase understanding among marketers on the appropriate application of challenger marketing for business-to-business marketing practice.

摘要

该从业者笔记根据Rapp等人的评论为企业间营销的挑战者方法提供了辩护。（2014）和Inks等。（2019）。该从业者笔记还通过深入支持辩护者优点和纠正挑战者营销批判的重新结合，扩展了Lim（2020）最近的概念和历史讨论。从理论上讲，该从业者笔记应有助于减轻批评家和怀疑论者对挑战者营销的担忧，并在企业对企业营销研究中激发人们对该概念的更大兴趣并促进对该概念的更大理解和应用。从实际的角度来看，