It's Time to Restructure Marketing in Academia
- 1 August 1988
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 10 (2) , 2-7
- https://doi.org/10.1177/027347538801000202
Abstract
Marketing academia must do some restructuring if it is to regain its former position of respect in the business community. Recommended courses of action are to (1) encourage the creative generation of concepts, (2) emphasize the implementation stage of the management process, and (3) restructure some aspects of our doctoral programs.Keywords
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