Are Marketing Academicians' Preferences for Frameworks and Topics in Introductory Marketing Texts Changing? Academic Article

abstract

• 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.

authors

• Pride, William

published proceedings

• Journal of Marketing Education

author list (cited authors)

• Pride, W. M., & Ferrell, O. C.

citation count

• 6

complete list of authors

• Pride, William M||Ferrell, OC

publication date

• January 1979

publisher

• SAGE Publications  Publisher

published in

• Journal of Marketing Education  Journal

Digital Object Identifier (DOI)

• 10.1177/027347537900100108

start page

• 39

end page

• 44

volume

• 1

issue

• 1

URL

• http://dx.doi.org/10.1177/027347537900100108