A Strategic Approach to Business Marketing


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.


Book Information

Pages: 201
Published: 1985
New Copyright: 2012
ISBN: 9781613113196
Categories:, , , , ,

Author information

David T. Wilson David T. Wilson

David T. Wilson has been the Alvin H. Clemens Professor of Entrepreneurial Studies at the Pennsylvania State University since 1993. Dr. Wilson is now the Professor Emeritus of Marketing at Penn State. From 1975 until 1993, he was Professor of Marketing. From 1982 until present, Professor Wilson has been the Managing Director of the Institute for the Study of Business Markets which is one of the leading international academic research centers for business-to-business marketing. He has served as the Penn State Marketing Department Chairman and completed a three year term as MBA Director in 1994.

Service to the marketing profession has involved Dr. Wilson serving on the Advisory Board to the Vice-President of the Education Division and as Vice-President of the Business Marketing Division of the American Marketing Association. Professor Wilson was the founding editor of the Journal of Business-to-Business Marketing and served as editor until 1995 when he moved to Associate Editor. He has served on numerous editorial boards and was Section Editor of the Journal of Marketing from 1981 to 1984.

Professor Wilson is an author or co-author of over 200 books, articles and papers in business marketing. He has consulted and presented executive programs for such firms as Kodak, IBM, PPG, Caterpillar, DuPont and Rohm & Haas. He is the faculty director of the Penn State Executive program, Marketing Strategy in Business Markets. Dr. Wilson received his PhD and MBA from the University of Western Ontario, and his BS in Mechanical Engineering from Queens University.

Robert E. Spekman 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.


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