A Strategic Approach to Business Marketing was edited by Robert E. Spekman and David T. Wilson. This work is a compilation of proceedings presented at a two-day winter workshop in 1984. These papers were presented by eminent academics, engaged in business-to-business (B2B) marketing and research. The papers cover a full array of activities, products, and services that exist within the business sector, not just industrial marketing.
Robert E. Spekman
Robert E. Spekman is the Tayloe Murphy Professor of Business Administration at the Darden School of Business at the University of Virginia. He is an internationally recognized authority on business-to-business marketing, supply chain/channels management and strategic alliances. His consulting experiences include marketing research and competitive analysis, strategic market planning, supply chain management, channels of distribution design and implementation and strategic partnering.
In addition to teaching MBA courses, his executive program experience includes teaching general marketing strategy, sales force management, channels strategy, creating strategic alliances and business-to-business marketing strategy. He has edited or written seven books and is co-author of over 80 articles and papers.
Spekman, who joined the Darden faculty in 1991, previously taught at the University of Southern California, the University of Maryland and the Norwegian School of Business Administration and Economics. Dr. Spekman received his PhD from Northwestern University, his MBA from Syracuse University, and his BS from the University of Massachusetts at Amherst.