Fundamentals of Business Marketing Education: A Guide for University-Level Faculty and Policymakers

by Lichtenthal; J David

• ISBN13: 9780789001214
• ISBN10: 0789001217
• Edition: 1st
• Format: Hardcover
• Copyright: 2004-01-28
• Publisher: Routledge

Summary

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.

Table of Contents

About the Editor	xiii
Contributors	xv
Series Preface	xvii
Introduction. Business-to-Business Marketing Education in the Twenty-First Century	1	(8)
J. David Lichtenthal
The Impetus for This Topic	1	(1)
Purpose and Content	2	(3)
Closing Remarks	5	(4)
PART I: DOCTORAL PROGRAMS	9	(42)
Doctoral Programs in Business-to-Business Marketing: Status and Prospects
Erwin Danneels	9	(1)
Gary L. Lilien
Introduction
PhD In Business: A Look Back	10	(3)
Data Collection	13	(4)
Analysis	17	(17)
Program Characteristic Differences	19	(1)
Admission Criteria	19	(3)
Courses and Tracks	22	(4)
Relevance and Preparation for Teaching	26	(2)
Character of Programs with Emphasis in Business-to-Business	28	(3)
Deficiencies in Faculty Applicants in Business-to-Business	31	(1)
Placements	32	(2)
Discussion	34	(3)
For Business Schools	36	(1)
School Recommendation 1: Recruit Actively and Nontraditionally	36	(1)
School Recommendation 2: Internships, Sabbaticals, and Postdocs	36	(1)
School Recommendation 3: Rethink Reward Systems	36	(1)
For Prospective PhDs (and Recent Graduates)	37	(15)
Candidate Recommendation 1: Partner Early and Often	37	(1)
Candidate Recommendation 2: Focus on Real Problems	37	(1)
Candidate Recommendation 3: Consider Industry Employment	37	(1)
Conclusions	37	(4)
Challenges for Business-to-Business Doctoral Programs: A Commentary	41	(6)
Grahame R. Dowling
Topics Addressed: Doctoral Research, Its Impact, About Applied Research
A Program of Action for Business-to-Business Doctoral Programs: A Reply to Commentary	47	(4)
Erwin Danneels
Gary L. Lilien
Topics Addressed: Business Marketing Context, Rigor versus Relevance, Academic Reward Systems
PART II: EXECUTIVE EDUCATION PROGRAMS
The Pedagogy of Executive Education in Business Markets	51	(24)
Narakesari Narayandas
V. Kasturi Rangan
Gerald Zaltman
Introduction	51	(1)
Emergence of a Conceptual Structure in Business Marketing Education	52	(5)
Toward a Contextual Emphasis: Executive Education in the 1990s	56	(1)
Pedagogical Methods and Objectives	57	(7)
Traditional Executive Programs	57	(2)
Customized Executive Education	59	(1)
Action Learning	60	(3)
The Role of Technology	63	(1)
Design Principles for Future Executive Education in Business Marketing	64	(6)
The Paradox of Current Knowledge	66	(1)
Metaphors As Discovery Tools	67	(1)
Linking Explicit with Implicit Knowledge	68	(1)
Anomaly Detection	68	(2)
Appendix: Tools for Delivery	70	(5)
Lectures and Case Discussions	70	(1)
The Role of Simulations	71	(4)
Business Marketing Executive Education: A Commentary	75	(6)
Elizabeth J. Wilson
Topical Trends in Business Marketing Executive Education	75	(1)
Delivery of Business Marketing Executive Education	76	(2)
Approximating Action Learning in the EMBA Classroom	78	(3)
Executive Education in Business Markets: A Reply to Commentary	81	(6)
Narakesari Narayandas
V. Kasturi Rangan
Gerald Zaltman
Topics Addressed: Conceptual Structure in Business Marketing Education, Pedagogical Methods and Objectives, Action Learning, Role of Technology, Future Education in Business Marketing
PART III: MASTER'S PROGRAMS
Master's-Level Education in Business Marketing: Quo Vadis?	87	(18)
James A. Narus
James C. Anderson
Methodology	89	(5)
Research Procedure	89	(4)
Research Analyses	93	(1)
Results	94	(1)
Discussion	95	(8)
Promoting Growth in Business Marketing Education	97	(3)
Reducing the Shortage of Master's-Level Teaching Materials	100	(2)
Building a Business Marketing Educators' Network	102	(1)
Conclusion	103	(2)
Master's-Level Business Marketing Education: A Commentary	105	(4)
Earl D. Honeycutt Jr.
Introduction	105	(1)
Discussion	105	(1)
Suggestions for Future Research	106	(1)
Concluding Thoughts	107	(2)
Making Business Marketing More Prominent in Master's Programs: A Reply to Commentary	109	(6)
James A. Narus
James C. Anderson
Topics Addressed: Expanding the Scope of Business-to-Business Education, Areas for Further Research, Experience in Business Marketing
PART IV: UNDERGRADUATE PROGRAMS
Business Marketing Education: A Distinctive Role in the Undergraduate Curriculum	115	(24)
Michael D. Hutt
Thomas W. Speh
Place in the Curriculum	116	(1)
Directions in Business Marketing Practice	117	(12)
Strategic Trends in Purchasing	118	(3)
Relationship Marketing	121	(2)
High-Technology Markets	123	(2)
Cross-Functional Connections	125	(2)
Fast-Paced Product Development	127	(2)
Central Themes and Knowledge Areas	129	(4)
Business Market Characteristics	129	(1)
Organizational Buying Behavior	129	(1)
Evaluating Market Opportunity	130	(1)
Relationship Marketing	130	(1)
Marketing's Cross-Functional Relationships	131	(1)
Managing and Integrating Strategy Variables	132	(1)
Course Design	133	(2)
Skill Development	133	(1)
A Two-Course Sequence	134	(1)
Conclusions	135	(4)
Business Marketing Education's Distinctive Role in the Undergraduate Curriculum: A Commentary	139	(12)
Gul Butaney
Strategic Trends in Purchasing and Supplier Relations Management	140	(2)
Relationship Marketing	142	(2)
High-Technology Product Marketing	144	(2)
Faster, Better, and Friendlier Product Development	146	(1)
Cross-Functional Integration	147	(1)
Concluding Summary	148	(3)
Linking Content to Practice in the Business Marketing Course: A Reply to Commentary	151	(8)
Michael D. Hutt
Thomas W. Speh
Strategic Trends in Purchasing
Relationship Marketing	152	(1)
High-Technology Product Marketing	153	(1)
Faster, Better, and Friendlier Product Development	153	(1)
Cross-Functional Integration	153	(1)
A Concluding Note	154	(5)
PART V: ALTERNATIVE TECHNOLOGIES	159	(22)
Technology in the Classroom: Teaching Business Marketing in the Twenty-First Century	159	(12)
Richard P. Vlosky
David T Wilson
Introduction	159	(1)
Why Use Technology in the Classroom?	160	(2)
Advanced Technology Classrooms	162	(1)
Integrated Software	163	(1)
The Internet and Marketing Education	164	(1)
The World Wide Web	165	(2)
Challenges and Success	167	(1)
Summary	168	(3)
Technology in the Business Marketing Classroom: A Commentary	171	(4)
Carlos M. Rodriguez
Topics Addressed: Student Learning Styles, Critical Thinking Capability, Instructional Technology
Technology and Learning in the Classroom: A Reply to Commentary	175	(6)
Richard P. Vlosky
David T Wilson
Topics Addressed: New versus Traditional Approaches, Educational Processes
PART VI: BUSINESS MARKETING TEXTBOOKS
Business-to-Business Marketing Textbooks: A Comparative Review	181	(42)
Klaus Backhaus
Katrin Muehlfeld
Diana Okoye
Introduction	181	(1)
The Selection of Textbooks for Comparison	182	(1)
Criteria and Methodology	183	(11)
Basic Capabilities	185	(1)
Skills	185	(1)
Knowledge	186	(4)
Understanding	190	(3)
Applications	193	(1)
Analysis, Synthesis, and Evaluation	194	(1)
Results	194	(1)
Formal Structure	194	(2)
Textbook Group 1	194	(1)
Textbook Groups 2 and 3	195	(1)
Approach	196	(3)
Textbook Group 1	196	(1)
Textbook Group 2	197	(1)
Textbook Group 3	198	(1)
Breadth of Thematic Portrayal and Inclusion of Current Themes	199	(3)
Textbook Group 1	199	(1)
Textbook Group 2	200	(1)
Textbook Group 3	201	(1)
Depth of Thematic Treatment	202	(1)
Textbook Groups 1 and 2	202	(1)
Textbook Group 3	202	(1)
Comprehensibility of the Texts	203	(1)
Visual Comprehensibility	203	(2)
Link Between Theory and Practice	205	(3)
Developing More Complex Capabilities	208	(2)
Conclusions	210	(4)
Objective 1: Knowledge	210	(4)
Objective 2: Contribution to the Development of Cognitive Capabilities	214	(1)
Limitations and Directions for Future Research	214	(9)
Comparative Review of Business-to-Business Marketing Textbooks: A Commentary	223	(10)
Gul Butaney
About the Taxonomy	224	(1)
Enhancement of the Criteria and Their Application	225	(5)
Concluding Summary	230	(3)
Comparative Review of Business-to-Business Marketing Textbooks: A Commentary	233	(10)
Michael D. Hutt
Thomas W. Speh
The Positioning of the Texts	234	(1)
Building a Foundation	235	(2)
Business Market Characteristics	235	(1)
The Purchasing Organization	235	(1)
Organizational Buying Behavior	236	(1)
Hurdles for a Transaction-Types Perspective	236	(1)
Developing a Relationship Marketing Perspective	237	(2)
Relationship Strategies	237	(1)
E-Commerce Tools	238	(1)
Supply Chain Management	238	(1)
Hurdles for a Transaction-Types Perspective	238	(1)
Capturing Strategic Marketing Content	239	(1)
Hurdles for a Transaction-Types Perspective	239	(1)
Conclusions	240	(3)
Comparative Review of Business-to-Business Marketing Textbooks: A Commentary	243	(16)
James A. Narus	243	(6)
Crafting a Business Marketing Textbook
Criticisms of the Research	249	(1)
Where Are the Validity Test Results?	249	(4)
What Methodology Did the Authors Actually Use?	253	(2)
Do the Research, Data, and Findings Support Their Conclusions?	255	(4)
Comparative Review of Business-to-Business Marketing Textbooks: A Commentary	259	(8)
Richard E. Plank	267	(1)
Topics Addressed: Education As a Process, Changes in Business Marketing Practice, Standardization and Synchronization
Business-to-Business Marketing Textbooks: Replies to Commentaries	267	(16)
Klaus Backhaus
Katrin Muehlfeld
Diana Okoye
Introduction	267	(1)
Reply to Professor Butaney's Comments	268	(1)
Reply to the Comments of Professors Hutt and Speh	269	(2)
Reply to Professor Narus's Comments	271	(4)
Reply to Professor Plank's Comments	275	(1)
Some Thoughts on Future Developments of Business-to-Business Marketing Textbooks	276	(7)
PART VII: BOOK REVIEW	283	(4)
Review of Cabell's Directory of Publishing Opportunities in Marketing	283	(4)
J. David Lichtenthal
Index	287