Right- and Left-Brain Marketing Education

Peter November

13 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Management Theory and Practice Business and Management Studies

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.

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1983Cooperative Learning: Theory, Research and Practice 1988Assessing Advantage: A Framework for Diagnosing Competitive Superiority 2019What effective general managers really do 1991Team Projects: Achieving their Full Potential 1989An Experiential Approach to Marketing Education 1990Student Journal Writing in Marketing Courses

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