| Description |
xviii, 298 pages ; 22 cm |
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regular print |
| Series |
The foundation series in business marketing |
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Foundation series in business marketing.
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| Contents |
Machine derived contents note: Contents -- About the Editor -- Contributors -- Series Preface -- Introduction. Business-to-Business Marketing Education -- in the Twenty-First Century -- J. David Lichtenthal -- The Impetus for This Topic -- Purpose and Content -- Closing Remarks -- Part I: Doctoral Programs -- Doctoral Programs in Business-to-Business Marketing: -- Status and Prospects -- Erwin Danneels -- Gary L. Lilien -- Introduction -- PhD in Business: A Look Back -- Data Collection -- Analysis -- Program Characteristic Differences -- Admission Criteria -- Courses and Tracks -- Relevance and Preparation for Teaching -- Character of Programs with Emphasis -- in Business-to-Business -- Deficiencies in Faculty Applicants -- in Business-to-Business -- Placements -- Discussion -- For Business Schools -- School Recommendation 1: Recruit Actively -- and Nontraditionally -- School Recommendation 2: Internships, Sabbaticals, -- and Postdocs -- School Recommendation 3: Rethink Reward Systems -- 27 For Prospective PhDs (and Recent Graduates) -- Candidate Recommendation 1: Partner Early -- and Often -- Candidate Recommendation 2: Focus on Real -- Problems -- Candidate Recommendation 3: Consider Industry -- Employment 27 -- 27 Conclusions -- Challenges for Business-to-Business Doctoral Programs: -- A Commentary -- Grahame R. Dowling -- A Program of Action for Business-to-Business Doctoral -- Programs: A Reply to Commentary 55 -- Erwin Danneels -- Gary L. Lilien -- Part Ii: Executive Education Programs -- The Pedagogy of Executive Education in Business Markets 59 -- Narakessari Narayandas -- V. Kasturi Rangan -- Gerald Zaltman -- Introduction -- Emergence of a Conceptual Structure in Business -- Marketing Education -- Toward a Contextual Emphasis: Executive Education -- in the 1990s -- Pedagogical Methods and Objectives -- Traditional Executive Programs -- Customized Executive Education -- Action Learning -- The Role of Technology -- Design Principles for Future Executive Education -- in Business Marketing -- The Paradox of Current Knowledge -- Metaphors As Discovery Tools -- Linking Explicit with Implicit Knowledge -- Anomaly Detection -- Appendix: Tools for Delivery -- Lectures and Case Discussions -- 77 The Role of Simulations -- Business Marketing Executive Education: A Commentary 85 -- Elizabeth J. Wilson -- Topical Trends in Business Marketing Executive Education 85 -- Delivery of Business Marketing Executive Education -- Approximating Action Learning in the EMBA Classroom -- Executive Education in Business Markets: -- A Reply to Commentary -- Narakessari Narayandas -- V. Kasturi Rangan -- Gerald Zaltman -- Part Iii: Master'S Programs -- Master's-Level Education in Business Marketing: -- 97 Quo Vadis? -- James A. Narus -- James C. Anderson -- Methodology -- Research Procedure -- Research Analyses -- Results -- Discussion -- Promoting Growth in Business Marketing Education -- Reducing the Shortage of Master's-Level -- Teaching Materials -- Building a Business Marketing Educators' Network -- 106 Conclusion -- Master's-Level Business Marketing Education: -- A Commentary -- Earl D. Honeycutt, Jr. -- Introduction -- Discussion -- Suggestions for Future Research -- Concluding Thoughts -- Making Business Marketing More Prominent in Master's -- Programs: A Reply to Commentary -- James A. Narus -- James C. Anderson -- Part Iv: Undergraduate Programs -- Business Marketing Education: A Distinctive Role -- in the Undergraduate Curriculum -- Michael D. Hutt -- Thomas W. Speh -- Place in the Curriculum -- Directions in Business Marketing Practice -- Strategic Trends in Purchasing -- Relationship Marketing -- High-Technology Markets -- Cross-Functional Connections -- Fast-Paced Product Development -- Central Themes and Knowledge Areas -- Business Market Characteristics -- Organizational Buying Behavior -- Evaluating Market Opportunity -- Relationship Marketing -- Marketing's Cross-Functional Relationships -- Managing and Integrating Strategy Variables -- Course Design -- Skill Development -- A Two-Course Sequence -- Conclusions -- Business Marketing Education's Distinctive Role -- in the Undergraduate Curriculum: A Commentary -- Gul Butaney -- Strategic Trends in Purchasing and Supplier Relations -- Management -- Relationship Marketing -- High-Technology Product Marketing -- Faster, Better, and Friendlier Product Development -- Cross-Functional Integration -- Concluding Summary -- Linking Content to Practice in the Business Marketing -- 167 Course: A Reply to Commentary -- Michael D. Hutt -- Thomas W. Speh -- Strategic Trends in Purchasing -- Relationship Marketing -- High-Technology Product Marketing -- Faster, Better, and Friendlier Product Development -- Cross-Functional Integration -- A Concluding Note -- Part V: Alternative Technologies -- Technology in the Classroom: Teaching Business -- 175 Marketing in the Twenty-First Century -- Richard P. Vlosky -- David T. Wilson -- Introduction -- Why Use Technology in the Classroom? -- Advanced Technology Classrooms -- Integrated Software -- The Internet and Marketing Education -- The World Wide Web -- Challenges and Success -- Summary -- Technology in the Business Marketing Classroom: -- A Commentary -- Carlos M. Rodriguez -- Technology and Learning in the Classroom: A Reply -- to Commentary -- Richard P. Vlosky -- David T. Wilson -- Part Vi: Business Marketing Textbooks -- Business-to-Business Marketing Textbooks: -- A Comparative Review -- Klaus Backhaus -- Katrin Muehlfeld -- Diana Okoye -- Introduction -- The Selection of Textbooks for Comparison -- Criteria and Methodology -- Basic Capabilities -- Skills -- Knowledge -- Understanding -- Applications -- Analysis, Synthesis, and Evaluation -- Results -- Formal Structure -- Group 1 -- Groups 2 and 3 -- Approach -- Group 1 -- Group 2 -- Group 3 -- Breadth of Thematic Portrayal and Inclusion -- of Current Themes -- Group 1 -- Group 2 -- Group 3 -- Depth of Thematic Treatment -- Groups 1 and 2 -- Group 3 -- Comprehensibility of the Texts -- Visual Comprehensibility -- Link Between Theory and Practice -- Developing More Complex Capabilities -- Conclusions -- Objective 1: Knowledge -- Objective 2: Contribution to the Development -- of Cognitive Capabilities -- Limitations and Directions for Future Research -- Comparative Review of Business-to-Business -- Marketing Textbooks: A Commentary -- Gul Butaney -- About the Taxonomy -- Enhancement of the Criteria and Their Application -- Concluding Summary -- Comparative Review of Business-to-Business Marketing -- Textbooks: A Commentary -- Michael D. Hutt -- Thomas W. Speh -- The Positioning of the Texts -- Building a Foundaion -- Business Market Characteristics -- The Purchasing Organization -- Organizational Buying Behavior -- Hurdles for a Transaction-Types Perspective -- Developing a Relationship Marketing Perspective -- Relationship Strategies -- E-Commerce Tools -- Supply Chain Management -- Hurdles for a Transaction-Types Perspective -- Capturing Strategic Marketing Content -- Hurdles for a Transaction-Types Perspective -- Conclusions -- Comparative Review of Business-to-Business Marketing -- Textbooks: A Commentary -- James A. Narus -- Crafting a Business Marketing Textbook -- Criticisms of the Research -- Where Are the Validity Test Results? -- What Methodology Did the Authors Actually Use? -- Do the Research, Data, and Findings Support -- Their Conclusions? -- Comparative Review of Business-to-Business Marketing -- Textbooks: A Commentary -- Richard E. Plank -- Business-to-Business Marketing Textbooks: -- 287 A Reply to Commentaries -- Klaus Backhaus -- Katrin Muehlfeld -- Diana Okoye -- Introduction -- Reply to Professor Butaney's Comments -- Reply to the Comments of Professors Hutt and Speh -- Reply to Professor Narus's Comments -- Reply to Professor Plank's Comments -- Some Thoughts on Future Developments Of Business-to- -- Business Marketing Textbooks 296 -- Part Vii: Book Review -- Review of Cabell's Directory of Publishing Opportunities -- 303 in Marketing -- J. David Lichtenthal -- 307 Index |
| Notes |
"This book is a compilation of articles that appeared previously in the Journal of business-to-business marketing." |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Industrial marketing.
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Industrial marketing -- Management.
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Industrial marketing -- Study and teaching (Higher)
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Business education -- Curricula.
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| Author |
Lichtenthal, David.
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| LC no. |
2003016230 |
| ISBN |
0789001217 case alkaline paper |
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0789001322 soft alkaline paper |
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