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J. David Lichtenthal

Professor of Marketing

Professor of Marketing

pdf Selected Scholarly Works


BA SUNY at Potsdam Economics - cum laude 1975
MBA SUNY at Buffalo Marketing and Management Systems 1977
PhD Pennsylvania State University Business Marketing 1986

Areas of Expertise:

Business-to-Business Marketing Phenomena, Understanding and Influencing Organizational Buying Behavior, Enhancing Industrial Sales Force Effectiveness, Philosophical and Historical Perspectives for Understanding and Implementing the Marketing Concept

Selected Publications:

Lichtenthal, J. David and V. Mummalaneni (2009), "Commentary: The Relative Presence of Business Marketing Research in the Marketing Literature: Review and Future Directions,” Journal of Business-Business Marketing, 16, ½, 40-54.

Lichtenthal J. David, Mummalaneni, V. and D.T. Wilson (2008), "The Essence of Business Marketing Theory, Research and Tactics: The First Thirteen Years of the Journal of Business to Business Marketing, Journal of Business-to-Business Marketing, 15, 2, 91 - 179

Lichtenthal, J. David, G. R. Iyer, P.S. Busch and T. Tellefsen (2006), “We Are All Business Marketers Now,” Journal of Business and Industrial Marketing, Special Issue Commemorating the 20th Anniversary of the Journal of Business and Industrial Marketing, 21, 7, 414 - 421.

Lichtenthal, J. David and S. A. Goodwin (2006), “Product Related Attributes for Business Markets: Implications for Selling and Sales Management,” Psychology & Marketing, 23, 3, 225 - 251.

Lichtenthal, J. David and S. Eliaz (2003), ”Internet Integration in Business Marketing Tactics,” Industrial Marketing Management, 32/1, 2 -13.

Lichtenthal, J. David and T. Tellefsen (2001), ”Toward a Theory of Business Buyer-Seller Similarity,” Journal of Personal Selling and Sales Management, 21, 1, 1 - 14.

Hwang, P.J. and J. David Lichtenthal (2000), “Anatomy of Organizational Crises,” Journal of Crises and Contingency Management, 8, 3 129 - 140.

Lichtenthal, J. David and S. Shani (2000), ”Fostering Client-Agency Relationships: A Business Buyer Behavior Perspective,” Journal of Business Research, 49, 213 – 228.

Lichtenthal, J. David, D.T. Wilson and M. M. Long (1997), “Scientific Contributions to the Field from the Journal of Business-to-Business Marketing,” Journal of Business Research, 35, 3, 211 - 234.

Lichtenthal, J. David and D.T. Wilson (1992), "Becoming Market Oriented,” Journal of Business Research, 24, 3, 191 - 208 (lead article).

Lichtenthal, J. David, Sikri, S. and Folk, K. (1989), "Teleprospecting: An Approach to Qualifying Accounts," Industrial Marketing Management, 18, 1, 9 - 17.

Lichtenthal, J. David (1988), "Group Decision Making in Organizational Buying: A Role Structure Approach,” Advances in Business Marketing, Arch G. Woodside (ed.), JAI Press, Vol. 3, 119 - 157.

Lichtenthal, J. David and Beik, L. L. (1984), "A History of the Definition of Marketing,” Research in Marketing, Jagdish N. Sheth (ed.), JAI Press, Vol. 7, 133 - 163.


Academic Activities:

Associate Editor - North America, Journal of Customer Behaviour, 2008 - present

Editorial Board Member, Journal of Supply Chain Management, 2005-2011.

Editorial Board Member, Industrial Marketing Management, 2004-present.

Founding Senior Editor, Foundations (Book) Series in Business Marketing, 2003-2008.

Editorial Board Member, Journal of Business Research, 2001-present.

Editorial Board Member, Journal of Personal Selling and Sales Management, 1999-2001.

Editorial Board Member, Journal of Business and Industrial Marketing, 1995-present.

Editor-in-Chief, Journal of Business-to-Business Marketing, 1995-present.

Founding Book Review Editor, Journal of Business-to-Business Marketing, 1991 - 1995

Professional Activities:

Presentation, "The JBBM at 18"!, Meet the Editor’s Session, Institute for the Study of Business Markets (ISBM - Penn State) Academic Conference 2010: Advances in B-to-B Marketing, Harvard Business School, August 2010, with R.E. Spekman - Associate Editor - North America.

Presentation, "Doctoral Study Curriculum Issues", B2B PhD Summer Camp, American Marketing Association (AMA) and Institute for the Study of Business Markets (ISBM) Penn State, San Francisco, July 2005.

Presentation, "The First Ten Years of the Journal of Business-to-Business Marketing", Meet the Editors Session, Academy of Marketing Science, Washington, D.C., May 2003.

Session Chair, "The State of Practice in Business Marketing Research," Business Marketing Faculty Consortium, Northwestern University, Evanston, 2000.

Presented "Meet the Editors: The Journal of Business-to-Business Marketing: The First Five Years," Academy of Marketing Science, Educator's Conference, Coral Gables, 1999.

Session Chair and Presentation, "Meet the Editorial Process: The Decisions Behind The Decisions," Academy of Marketing Science, Educator's Conference, Norfolk, 1998.

Session Chair and Presentation, "How to Win Over Reviewers and Influence Editors," Academy of Marketing Science, Educator's Conference, Coral Gables, 1997.

Session Chair and Presentation, "Toward a Kinder, Gentler Publication Process," American Marketing Association, Summer Educator's Conference, Washington, D.C., 1996.

Awards, Honors, etc.:

Distinguished Teaching, President's Excellence Award, Baruch College, 2004.

Certificate of Appreciation, CUNY Baccalaureate Program, 1996.

Certificate of Excellence, Business-to-Business Marketing Society, Baruch College, 1993.

Doctoral Consortium Fellow, Pennsylvania State University, 1983.

Pearl and Lewis Jacobs Award for Outstanding Achievement in Marketing, SUNY at Buffalo, 1977.

Omicron Delta Epsilon, Honor Society in Economics, SUNY at Potsdam, 1975.

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