ABSTRACT
This chapter examines the nature and structure of the undergraduate business marketing course and explores the role that it assumes in the marketing curriculum. In the face of resource constraints and pressure from constituents, business schools are revamping the curriculum and reassessing the merit of traditional course offerings. While a common body of knowledge, principles, and theory applies to both consumer and business marketing, there are important points of departure that require special attention. The business marketing course provides an ideal vehicle for exploring prominent themes in business practice that are transforming buyer-seller relationships, organizational processes, and marketing strategy patterns. Changes in practice call for corresponding adjustments in the content and focus of the business marketing course. The business marketer wishing to participate in leading-edge supply chains must possess the ability to deliver defect-free components exactly when they are required.
