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

ISBN-13: 9780789001320 / Angielski / Miękka / 2004 / 318 str.

J. David Lichtenthal; David Lichtenthal

Opis

Examines the essential issues of teaching business-to-business marketing courses at all four university levels.

Spis treści

• About the Editor
• Contributors
• Series Preface
• Introduction. Business-to-Business Marketing Education in the Twenty-First Century
• The Impetus for This Topic
• Purpose and Content
• Closing Remarks
• PART I: DOCTORAL PROGRAMS
• Doctoral Programs in Business-to-Business Marketing: Status and Prospects
• 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
• 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
• Conclusions
• Challenges for Business-to-Business Doctoral Programs: A Commentary
• Topics Addressed: Doctoral Research, Its Impact, About Applied Research
• A Program of Action for Business-to-Business Doctoral Programs: A Reply to Commentary
• Topics Addressed: Business Marketing Context, Rigor versus Relevance, Academic Reward Systems
• PART II: EXECUTIVE EDUCATION PROGRAMS
• The Pedagogy of Executive Education in Business Markets
• 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
• The Role of Simulations
• Business Marketing Executive Education: A Commentary
• Topical Trends in Business Marketing Executive Education
• Delivery of Business Marketing Executive Education
• Approximating Action Learning in the EMBA Classroom
• Executive Education in Business Markets: A Reply to Commentary
• 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?
• 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
• Conclusion
• Master’s-Level Business Marketing Education: A Commentary
• Introduction
• Discussion
• Suggestions for Future Research
• Concluding Thoughts
• Making Business Marketing More Prominent in Master’s Programs: A Reply to Commentary
• 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
• 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

O autorze

J. David Lichtenthal