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Fundamentals of Business Marketing Education - A Guide for University-Level Faculty and Policymakers (Hardcover, New)
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Fundamentals of Business Marketing Education - A Guide for University-Level Faculty and Policymakers (Hardcover, New)
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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.
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