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- Title
TEACHING MARKETING FUNDAMENTALS.
- Authors
Cowan, Donald R. G.
- Abstract
The article discusses what is needed in teaching marketing. The author believes additional collaboration is necessary between educators to maintain uniformity in the teaching of marketing. The American Marketing Association does provide some common ground for teachers and practitioners, but additional collusion is necessary. The author feels that while marketing surveys predominate in market research, other research methods may be more beneficial. Some of these include examining labor and production costs, prices, and transportation. Three pieces need to be stressed in marketing education, a thorough knowledge of the subject matter developed by observation and research, effective organization of the material, and more use of concrete methods while incorporating abstract methods.
- Subjects
UNITED States; MARKETING education; UNITED States education system; BUSINESS education; MARKETING research; AMERICAN Marketing Association; INDUCTION (Logic); GENERALIZATION; RESEARCH methodology; BUSINESS students
- Publication
Journal of Marketing, 1948, Vol 12, Issue 4, p501
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1246635