J. David Lichtenthal

​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, Benchmarking: An International Journal, 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 Marketing Channels, Journal of Personal Selling & Sales Management, Journal of Relationship Marketing, Market Intelligence & Planning, 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. From 1995 to 2022 he served as the Editor in Chief of the Journal of Business-to-Business Marketing and served on three editorial boards: Industrial Marketing Management from 2004 to 2022, Journal of Business and Industrial Marketing from 1995 to 2022, and Associate Editor for the Journal of Customer Behaviour from 2008 to 2022. 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.

Academic Degrees

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

Organizational marketing / tactical mix; Journal management issues