About

​J. David Lichtenthal, BA (SUNY at Potsdam); MBA (SUNY at Buffalo); PhD (Pennsylvania State University), is Professor of Marketing at the Zicklin School of Business, Baruch College, City University of New York, and a research associate with the Institute for the Study of Business Markets at Penn State until 2010.​ Dr. Lichtenthal has published in Advances in Business Marketing & Purchasing, Industrial Marketing Management, Journal of Business Research, Journal of Business-to-Business Marketing, Journal of Business & Industrial Marketing, Journal of Contingencies & Crisis Management, Journal of Personal Selling & Sales Management, Journal of Relationship Marketing, Psychology & Marketing and Research in Marketing.

In 1990 Dr. Lichtenthal served as editor for the first American Marketing Association Educator’s Conference devoted entirely to industrial marketing. He was among the 29 founding editorial board members and the first book review editor for the Journal of Business-to-Business Marketing. Since 1995 he has served as the Editor in Chief of the Journal of Business-to-Business Marketing and currently serves on three editorial boards: Industrial Marketing Management since 2004, Journal of Business and Industrial Marketing since 1995, and Associate Editor-North America for the Journal of Customer Behaviour since 2008. He has four years of corporate marketing and market research experience with a leading manufacturer of consumable office supplies. In 2002, he created the Foundations Series in Business Marketing and was its Senior Editor through Fall 2007. In 2004, he received the President’s Excellence Award – Distinguished Teaching – Baruch College.

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