Make the most of your ability to teach business-to-business marketing! 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 comprehensive reference you need to make sure your students have a thorough understanding of the interactive circle that connects instruction, research, and the corporate business world. Fundamentals of Business Marketing Education presents original papers that address the pedagogic and content issues you face at each level of university instruction—doctoral studies, executive education, graduate, and undergraduate studies. Each section is accompanied by scholarly commentary for added perspective, helping you to form your own style of course implementation. The book also includes a comparative review of business marketing textbooks, examining the nuts and bolts of writing for university-level instruction—content, style, textbook features, and the “street smarts” needed to deal with publishers. Topics addressed in Fundamentals of Business Marketing Education include: the status of and prospects for doctoral programs in business-to-business marketing making business marketing more prominent in master’s programs linking content to practice in undergraduate business marketing courses the impact of alternative technologies on delivering business-to-business marketing education teaching business marketing in the 21st century a comparative review of business marketing textbooks and much more! Fundamentals of Business Marketing Education: A Guide for University-Level Faculty and Policymakers is an essential resource for educators working to confirm the importance of business education and its contribution to society. Anyone who teaches marketing—from full professor to occasional adjunct—will find this book invaluable for making the most of your ability to teach business-to-business marketing.
Author(s): J David Lichtenthal
Edition: 1
Publisher: Routledge
Year: 2004
Language: English
Pages: 322
Pre-publication Reviews, Commentaries, Evaluations.........Page 2
CONSERVATION AND PRESERVATION NOTES......Page 4
Publication and Copyright Information......Page 8
Table of Contents......Page 9
ABOUT THE EDITOR......Page 17
CONTRIBUTORS......Page 19
Series Preface......Page 21
Introduction Business-to-Business Marketing Education in the Twenty-First Century......Page 23
PART I: DOCTORAL PROGRAMS......Page 29
Doctoral Programs in Businessto-Business Marketing: Status and Prospects......Page 31
Challenges for Business-to-Business Doctoral Programs: A Commentary......Page 63
A Program of Action for Businessto-Business Doctoral Programs: A Reply to Commentary......Page 69
PART II: EXECUTIVE EDUCATION PROGRAMS......Page 71
The Pedagogy of Executive Education in Business Markets......Page 73
Business Marketing Executive Education: A Commentary......Page 97
Executive Education in Business Markets: A Reply to Commentary......Page 103
PART III: MASTER’S PROGRAMS......Page 107
Master’s-Level Education in Business Marketing: Quo Vadis?......Page 109
Master’s-Level Business Marketing Education: A Commentary......Page 127
Making Business Marketing More Prominent in Master’s Programs: A Reply to Commentary......Page 131
PART IV: UNDERGRADUATE PROGRAMS......Page 135
Business Marketing Education: A Distinctive Role in the Undergraduate Curriculum......Page 137
Business Marketing Education’s Distinctive Role: A Commentary Business Marketing Education’sn Distinctive Role in the Undergraduate Curriculum: A Commentary......Page 161
Linking Content to Practice in the Business Marketing Course: A Reply to Commentary......Page 173
PART V: ALTERNATIVE TECHNOLOGIES......Page 179
Technology in the Classroom: Teaching Business Marketing in the Twenty-First Century......Page 181
Technology in the Business Marketing Classroom: A Commentary......Page 193
Technology and Learning in the Classroom: A Reply to Commentary......Page 197
PART VI: BUSINESS MARKETING TEXTBOOKS......Page 201
Business-to-Business Marketing Textbooks: A Comparative Review......Page 203
Comparative Review of Business-to-Business Marketing Textbooks: A Commentary......Page 245
Comparative Review of Business-to-Business Marketing Textbooks: A Commentary......Page 255
Comparative Review of Business-to-Business Marketing Textbooks: A Commentary......Page 265
Comparative Review of Business-to-Business Marketing Textbooks: A Commentary......Page 281
Business-to-Business Marketing Textbooks: Replies to Commentaries......Page 289
PART VII: BOOK REVIEW......Page 303
Review of Cabell’s Directory of Publishing Opportunities in Marketing (Eighth Edition).......Page 305
Index......Page 309
