What Role Should Marketing Theory Play in Marketing Education: A Cross‐National Comparison of Marketing Educators

Donald G. Howard · John K. Ryans

11 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Management and Marketing Education Marketing and Advertising Strategies Business and Management Studies

Abstract

The focus of this article is a cross‐national comparison of the role the study of marketing theory should play in the marketing education process. This study also examines whether the status of marketing theory differs from marketing academicians in the United States, Europe, and the Pacific Basin.

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1983"Paradigms Lost": On Theory and Method in Research in Marketing 1988Toward a Theory of Marketing Control: Environmental Context, Control Types, and Consequences 1983General Theories and the Fundamental Explananda of Marketing 1974The Identity Crisis in Marketing 1983Consumer Complaints and Managerial Response: A Holistic Approach 1983Marketing Theory of the Firm 1952Marketing as a Science: An Appraisal 1980Perspectives for a theory of marketing

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2008What is postgraduate marketing education for? Observations from the UK 2001Developing a Marketing Evaluative Measurement (MEM) System for Assessing Content Knowledge 2010Marketing education in Sarawak: some issues and challenges from the employers' perspectives

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