Fundamentals of Business Marketing Education

J. David Lichtenthal

• 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