Commentary on: ‘‘Business Marketing Education: A Distinctive Role in the Undergraduate Curriculum,’’

New marketing philosophies and core technologies have emerged. Relational marketing orientation, increasing global opportunities and competition, forging closer working relationships with value chain partners, increasing use of information technologies in the marketing processes, and organizing for creating time-based competitive values, all have revolutionized the way marketers create and nurture exchange relationships and transact business in the market place. These trends have important ramifications for what and how we teach the business-to-business marketing course (BMC). Students need to be prepared to operate in the complex and dynamic world of the future. Seen from this perspective, Hutt and Speh’s (1998) article Business Marketing Education: A Distinctive Role in the Undergraduate Cur-riculum, makes an important and timely contribution in the field of business marketing education. Because a large portion of business school graduates enter firms that have direct involvement in the busi-ness market, the business marketing course fills an important gap in the curriculum. Their (1998) article suggests how current specific topical directions in the business marketing field affect the Business Marketing Course (BMC). In this article, however, this issue is looked at through a broader perspective on these directions. Specifically