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Three challenging trends for marketing strategy – and B2B – doctoral education

Lisa Scheer (University of Missouri, Missouri, Columbia, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 21 January 2019

Issue publication date: 23 April 2020




The purpose of this paper is to share personal observations regarding three trends that pose challenges for marketing doctoral programs and the development of B2B scholar-researchers.


The author raises questions and looks to the body of marketing and B2B scholars to seek answers – if they agree that these trends threaten to undermine the strength of marketing doctoral education.


The study has no findings, just observations and thoughts from a marketing strategy and B2B researcher who has been involved in doctoral education in various ways.


This paper represents only the author’s perspective.



This paper forms part of the special section “Research on Business and Industrial Marketing and Networks – Taking Stock, Looking Ahead”, guest edited by Vishal Kashya and Michael Kleinaltenkamp.


Scheer, L. (2020), "Three challenging trends for marketing strategy – and B2B – doctoral education", Journal of Business & Industrial Marketing, Vol. 35 No. 4, pp. 619-621.



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