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A comprehensive reference on teaching business-to-business marketing at the university level, addressing curriculum development, pedagogical issues, and policy formation across doctoral, executive, graduate, and undergraduate programs. The book combines scholarly analysis with practical guidance and includes comparative reviews of marketing textbooks and strategies for connecting academic instruction with industry practice

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245: $a: Fundamentals of Business Marketing Education
245: $b:
082: $a:
100: $a: J. David Lichtenthal
650: $a: Business
250: $a:
440: $v:
250: $b: Routledge (Taylor & Francis Group)
250: $c: 2004
020: $a: 9780789001320
300: $a: 318