14 Pages

Business-to-Business Marketing Textbooks: Replies to Commentaries

WithKlaus Backhaus, Katrin Muehlfeld, Diana Okoye

In conducting our comparative analysis, our main objective was to gain insight into the strengths and weaknesses of various English-speaking textbooks on business-to-business marketing. Professor Butaney very constructively discusses our application of Bloom’s taxonomy (1956) and the challenge of what topics should be included in a business marketing textbook in order to ensure an effective progression of students through that hierarchy. Professors Hutt and Speh focus on our proposition that in addition to the prevailing approaches in business-to-business marketing, a transaction (or business)-types approach might offer an interesting extension to the conceptual spectrum of textbook structuring. Professor Plank takes up our idea to stimulate debate on business marketing education.