16 Pages

Comparative Review of Business-to-Business Marketing Textbooks: A Commentary

WithJames A. Narus

As is common in master’s-level programs, instructors want to be able to customize their courses to the local requirements of their students by selecting their own discussion cases and supplemental readings that address current topics of interest. Students said they prefer a managerial orientation to a theoretical one and want examples from business practice that illustrate concepts, frameworks, and strategies described in the text. Ultimately, the purpose of management education is to prepare students for careers in business. Perhaps the most specious procedure for measurement development that they employ is the LIX index. For starters, Professor Backhaus and his colleagues offer a confusing explanation as to the connection between LIX and the underlying educational objective.