Are Marketing Academicians' Preferences for Frameworks and Topics in Introductory Marketing Texts Changing?
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There are several different frameworks that mar keting professors can employ when teaching basic marketing, and within each framework a variety of topics can be investigated. This research effort examines marketing academician's preferences for basic marketing frameworks and topics at two dif ferent points in time – 1973 and 1976. Marketing professors preferences in 1973 are compared and contrasted with those reported in 1976. © 1979, Sage Publications. All rights reserved.
author list (cited authors)
Pride, W. M., & Ferrell, O. C.