Adaptive patterns of marketing education
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.
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