We are all business marketers now

Purpose – This paper seeks to argue that a business‐marketing outlook is a lucid perspective for enhancing the value of business school faculty services provision and administration. Given the number of scholars worldwide in the area of business marketing (several hundred) compared with the number in consumer behavior (many thousands), there is speculation as to why business marketing attracted fewer scholars until recently (even though the phenomenon and subject have been around just as long). The evolution of business and industrial marketing as a bona fide field of academic study is documented. The importance of the business‐marketing arena is reaffirmed by arguing that it is not simply a field of inquiry but a perspective that helps legitimately align the academic world to the business world and ensures relevance and rigor in everything people do as marketing professors.Design/methodology/approach – This is both a historical examination and a contemporary analysis of business marketing. It is based on...