Fundamentals of Business Marketing Education: A Guide for University-Level Faculty and Policymakers by J David Lichtenthal Routledge | 2004 | ISBN: 0789001322, 0789001217 | 322 pages | PDF | 14 MB
Text examines the essential issues of teaching business-to-business marketing courses at all four university levels. Addresses concerns about developing a curriculum and formulating policy, taking into account social and economic considerations. Softcover, hardcover available from the publisher.