Commentary on “Business-to-Business Marketing Textbooks: A Comparative Review”
Titel:
Commentary on “Business-to-Business Marketing Textbooks: A Comparative Review”
Auteur:
Butaney, Gul
Verschenen in:
Journal of business-to-business marketing
Paginering:
Jaargang 9 (2002) nr. 4 pagina's 65-73
Jaar:
2002-09-01
Inhoud:
This commentary reinforces appropriateness of Bloom's (1956) taxonomy of educational objectives for providing a systematic framework for evaluating the B2B Marketing textbook. It suggests how the operationalization of the taxonomy, the assessment criteria and application can be enhanced. First, the criteria need to include evaluation of the textbook on its substantive aspects in addition to the formal aspects. Specifically, the issues of conceptual complexity (Santa and Burstyne 1977), information overload and the treatment of the subject matter as they impede or facilitate the student progression on the hierarchy of educational objectives, need to be included in the assessment process. Second, the assessment methodology should be supplemented by expert judgment method for selecting appropriate sample of subject matter from the textbook, in addition to the use of random sampling method. Last, the commentary raises several challenges and implications for B2B Marketing textbook writers in the areas of the textbook length, topical coverage, pedagogy, orientation and positioning of the textbook.
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