A commentary on "business marketing in master's programs: A part of the fabric": Cut from the same cloth?

James A. Narus*, James C. Anderson

*Corresponding author for this work

Research output: Contribution to journalReview article

1 Scopus citations


The authors of this article and their colleagues at the Richard Ivey School of Business at the University ofWestern Ontario are to be commended not only for this well-crafted article but also for their efforts to elevate and incorporate essential knowledge of business marketing into the fabric of their school's master's program. The provocative argument that the authors make is that business marketing behaviors, concepts and topics should not be the focus of just one elective course but that they should serve as a foundation of a school's entire master's program. According to the authors, that foundation can be built around four pillars or business marketing essentials-organizational buyer behavior, relationship marketing, customer value, and business markets. In this article, they present not only a process and guidelines for imbedding these pillars into a master's program but also recommend specific topics and cases for various master's level courses. For these reasons, this article is a "must read" for marketing scholars who seek not only to create and/or improve elective courses business marketing but also to enhance the prominence of the study of business marketing at their respective universities.

Original languageEnglish (US)
Pages (from-to)61-68
Number of pages8
JournalJournal of Business-to-Business Marketing
Issue number1
StatePublished - Mar 9 2007


  • Business marketing
  • MBA program
  • business-marketing courses
  • business-marketing education

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing

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