Whither Business-to-Business Marketing Education?
نویسنده
چکیده
The purpose of the paper is to discuss the future development of the business-to-business marketing curriculum. The conventional method of sub-dividing the overall marketing curriculum is appraised, and the legitimacy of business-to-business marketing as a component of the curriculum is assessed. Broad debates on business and marketing education, concerning managerial relevance and the place of critical management studies in the curriculum, are appraised in order to establish their significance for the business-to-business field. The traditional ‘marketing mix’ approach to business-tobusiness marketing education is contrasted with an approach drawing upon research into inter-firm marketing as a process of relationship management.
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