Linking Content to Practice in the Business Marketing Course: A Reply to Commentary
The business marketing course can fill a gap in the marketing curriculum by examining the unique challenges and opportunities that high-technology products and markets present. Gul Butaney outlines several areas where the Internet is assuming a more prominent role in business marketing programs. Butaney argues that a relationship marketing perspective provides the foundation for the business marketing course because relational issues surround nearly every element of strategy. Managing conflict, promoting cooperation, and developing coordinated strategies are all fundamental to the business marketer’s interdisciplinary role. A diverse portfolio of approaches can be employed by the instructor to bring these concepts to life and to expand the knowledge and skills of students. The commentary complements our paper and contributes to the business marketing education literature by providing additional course content and design recommendations that respond to each of the trends. Managing conflict, promoting cooperation, and developing coordinated strategies are all fundamental to the business marketer’s interdisciplinary role.