Right- and Left-Brain Marketing Education
- 1 August 1993
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 15 (2) , 3-12
- https://doi.org/10.1177/027347539301500202
Abstract
Critics of business education point out the disparity between what businesses want from business schools and what they are getting without giving an explanation for the mismatch. This article uses Minzberg's application of right- and left-brain theory to management to explain the mismatch, outlines the kind of courses that business schools need to develop, and gives an example of a marketing management course that develops both left and right sides of the brain.Keywords
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