chapter
5 Pages

Introduction

Business-to-Business Marketing Education in the Twenty-First Century
WithJ. David Lichtenthal

The value of business education and its contribution to society are coming under greater scrutiny with more frequency. The social and economic forces impacting higher education are affecting the nature of the institutions themselves and the content of the curriculum more than ever. A. Narus and James Anderson conduct an exploratory study among the top fifty programs characterizing the state of master’s-level education in business marketing. The development and use of interactive multimedia education is on the rise given the growing investment by many universities in the hardware and software necessary to support this form of instruction. Still ahead, helping the faculty and students to foster a deeper comfort level and understanding of the role these media can play in enhancing learning about business marketing. Higher education in business must help ensure viable programs, at least in part, by obtaining and sustaining university interest and resources to support programs and the execution.