- Allen G. Aaronson Department of Marketing & International Business
- (646) 312-3281
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.
Mummalaneni, Venkatapparao & J. David Lichtenthal (2015), “At 21—the JBBM Comes of Age: Assessment and Outlook” Journal of Business to Business Marketing, 21, ½, 13-36.
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.
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.