Shaping the Marketing Curriculum: The CEO Perspective Academic Article uri icon


  • Marketing educators must ensure that the university marketing curriculum is in tune with the needs of business. This article reports the results of a study in which 236 chief executive officers of U.S. industrial corporations were asked to evaluate the importance of various marketing activities in their firm. Their responses provide valuable insight relative to the structuring of the marketing curriculum.

published proceedings

  • Journal of Marketing Education

author list (cited authors)

  • McDaniel, S. W., & Hise, R. T.

citation count

  • 28

complete list of authors

  • McDaniel, Stephen W||Hise, Richard T

publication date

  • August 1984