[...]... provide increased access for all scholars and practitioners of business marketing J David Lichtenthal, Series Editor Zicklin School of Business City University of New York NOTES 1 Only these two inaugural books on basics of business marketing research and business marketing education will be anthology based from the Journal of Businessto -Business Marketing All subsequent works will be original, “first... T Speh (19 81) , Industrial Marketing Management, First Edition, CBS College Publishing, New York Hutt, M and T Speh (19 96), Business Marketing Management, Sixth Edition, Dryden Press, Orlando, Florida Lichtenthal, J.D and L.L Beik (19 84), “A History of the Definition of Marketing, ” In Research in Marketing (pp 13 3 -16 2), J.N Sheth (ed.), JAI Press, Inc., Greenwich, Connecticut Mehren, E.J (19 30), “What’s... future research and implications for business marketing practice • Fundamentals of Business Marketing Education: An in-depth examination of business marketing education at all levels of university instruction (undergraduate, graduate, executive, MBA, and doctoral studies) Issues covered include course content, pedagogy, and policy An informative discussion on the nature and content of business marketing. .. University of New York; Editor, Journal of Business- to -Business Marketing; e-mail: Robert E Spekman is Tayloe Murphy Professor of Business Administration, Darden Graduate School of Business, University of Virginia, Charlottesville, Virginia; e-mail: David T Wilson is Alvin H Clemens Professor Emeritus of Entrepreneurial Studies, The Smeal College of. .. gain an understanding of what it means to conduct good research in a business marketing context as well as the difficulties one often encounters The article also provides an understanding of topical areas and issues in need of further research and exploration While the field of business marketing has surely come of age, many research opportunities and challenges remain in terms of concept development,... exclusively on topics in business marketing combining impeccable relevance with rigor—and thus aid in cutting-edge knowledge development The following are the inaugural two books :1 • Fundamentals of Business Marketing Research: A comprehen- sive look at the literature of the business marketing area over the past twenty-five years All areas under the general model of business marketing are examined in... Corner in Industrial Marketing, ” Industrial Marketing Series No 8, American Management Association, 3 -15 Reid, D.A and R.E Plank (2000), Business Marketing Comes of Age: A Comprehensive Literature,” Journal of Business- to -Business Marketing, 7(2-3), 3-233 Webster, F Jr (19 84), Industrial Marketing Strategy, Second Edition, John Wiley and Sons, New York Wilson, A (19 68), The Assessment of Industrial Markets,... and Narus 19 99) Industrial marketing has been around for more than 16 0 years (Frederick 19 34) and studied academically for quite some time, as this review demonstrates, along with the appearance and survival of the four aforementioned research outlets dedicated to research in this area The introduction of the paper provides a real sense of the topical breadth and depth of the field of business marketing. .. research explores strategic issues in business- to -business marketing, effective sales practices, and buyer-seller relationships Dr Reid is the author of Readings in Industrial Marketing and The Sales Presentation Manual and his research has appeared in numerous publications including the Journal of Business- to -Business Marketing (Haworth) Richard E Plank, PhD, is Professor of Marketing at Western Michigan... and Sales and Business Marketing His primary research and teaching interests lie in business- to -business transactions, an area in which he has published numerous journal articles and academic papers Before his academic career, Dr Plank worked in business- to -business marketing and purchasing for nine years CONTRIBUTORS J David Lichtenthal is Professor of Marketing, Zicklin School of Business, Baruch . 10 2 Summary of Distribution Research 10 4 Marketing Communications 10 5 Advertising 10 5 Sales Promotion 10 7 Public Relations 11 1 General Promotion 11 2 Personal Selling 11 5 Sales Training 12 2 Sales. 0-7890-2 312 -1 (soft : alk. paper) 1. Industrial marketing Research. 2. Marketing research. I. Reid, David A. (David Alan) II. Plank, Richard E. III. Journal of business- to -business marketing. . Rewards 12 4 General Sales Management 12 7 Summary of Marketing Communications Research 13 2 Summary 13 2 Research Issues 13 3 Marketing Planning and Strategy 13 6 Organizational Buying and Purchasing Research