Paper info: Positioning and Upgrading IMP theory as a marketing theory
Positioning and Upgrading IMP theory as a marketing theory
Place of Publication
The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.
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.