Abstract:

This paper examines the need at University level for education, rather than specific training, for marketing. Its focus is the individual marketing executive on the assumption that during his/her marketing lifetime many specific skills acquired in formal training will be rendered obsolete. The authors propose the urgent development of a firmly professional basis for marketing activities Two major obstacles are seen to exist: the institutionalisation which had already occurred in most European countries; before the emergence of an integrated view of marketing; and the reluctance of many higher education authorities to accept marketing as a worthy field for study and research.