Fundamentals of business marketing education
Subtitle: a guide for university-level faculty and policymakers
By: J. David Lichtenthal, editor
Series: Foundation series in business marketing; Foundation series in business marketing
Publisher: Best Business Books
Published: 2004
Place of publication: New York
Language: eng
Number of pages: 298
ISBN-13: 9780789033154
Subjects: Industrial marketing; Management; Study and teaching (Higher); Business education; Curricula; Marketing industriel; Gestion; Étude et enseignement (Supérieur); Enseignement commercial; Programmes d'études; BUSINESS & ECONOMICS; Marketing; General; Distribution
Other titles: Journal of business-to-business.
Description: Fundamentals of Business Marketing Education: A Guide for University-Level Faculty and Policymakers examines the essential issues of teaching business-to-business marketing courses at all four university levels. An international network of educators and practitioners addresses the real concerns you have about developing a curriculum and formulating policy, taking into account the social and economic considerations you face in dealing with practical, methodological, and theoretical business marketing issues. Combining scholarly analysis with practical presentation and style, the book is the com.
Notes: "This book is a compilation of articles that appeared previously in the Journal of business-to-business marketing, 5(1/2) (1998): 1-164 and 9(4) (2002): 27-126, published by the Haworth Press, Inc."

Includes bibliographical references and index.
Table of contents: title: Pre-publication Reviews, Commentaries, Evaluations...; NOTES FOR PROFESSIONAL LIBRARIANS AND LIBRARY USERS; CONSERVATION AND PRESERVATION NOTES; Publication and Copyright Information; Table of Contents; ABOUT THE EDITOR; CONTRIBUTORS; Series Preface; Introduction Business-to-Business Marketing Education in the Twenty-First Century; PART I: DOCTORAL PROGRAMS; Doctoral Programs in Businessto-Business Marketing: Status and Prospects; Challenges for Business-to-Business Doctoral Programs: A Commentary; A Program of Action for Businessto-Business Doctoral Programs: A Reply to Commentary; title: PART II: EXECUTIVE EDUCATION PROGRAMSThe Pedagogy of Executive Education in Business Markets; Business Marketing Executive Education: A Commentary; Executive Education in Business Markets: A Reply to Commentary; PART III: MASTER'S PROGRAMS; Master's-Level Education in Business Marketing: Quo Vadis?; Master's-Level Business Marketing Education: A Commentary; Making Business Marketing More Prominent in Master's Programs: A Reply to Commentary; PART IV: UNDERGRADUATE PROGRAMS; Business Marketing Education: A Distinctive Role in the Undergraduate Curriculum; title: Business Marketing Education's Distinctive Role: A Commentary Business Marketing Education'sn Distinctive Role in the Undergraduate Curriculum: A CommentaryLinking Content to Practice in the Business Marketing Course: A Reply to Commentary; PART V: ALTERNATIVE TECHNOLOGIES; Technology in the Classroom: Teaching Business Marketing in the Twenty-First Century; Technology in the Business Marketing Classroom: A Commentary; Technology and Learning in the Classroom: A Reply to Commentary; PART VI: BUSINESS MARKETING TEXTBOOKS; Business-to-Business Marketing Textbooks: A Comparative Review; title: Comparative Review of Business-to-Business Marketing Textbooks: A CommentaryComparative Review of Business-to-Business Marketing Textbooks: A Commentary; Comparative Review of Business-to-Business Marketing Textbooks: A Commentary; Comparative Review of Business-to-Business Marketing Textbooks: A Commentary; Business-to-Business Marketing Textbooks: Replies to Commentaries; PART VII: BOOK REVIEW; Review of Cabell's Directory of Publishing Opportunities in Marketing (Eighth Edition).; Index