Technology and the new economy: Implications for higher education and the marketing discipline

Abstract

The term “yellow notes” has long been used to refer to the academician's trusty and unchanged tool for “effective” teaching. This article discusses how new technologies are changing both the marketing discipline and higher education. These changes are making the old “yellow notes” an endangered species. Several areas of specific attention are addressed with respect to their effect on marketing and marketing education. The article speculates on potential outcomes of these changes and concludes new technologies will be very useful to marketing academicians in surviving and thriving in the information age. However, new technologies should be adopted with the ever present knowledge that there are core needs which must be addressed and that the use of “high technology” places an even greater burden on us to distinguish what we do with “high touch.”

Citation

Hair, J.F. and Babin, B.J. (2002), "Technology and the new economy: Implications for higher education and the marketing discipline", Woodside, A.G. and Moore, E.M. (Ed.) Essays by Distinguished Marketing Scholars of the Society for Marketing Advances (Advances in Business Marketing and Purchasing, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 57-68. https://doi.org/10.1016/S1069-0964(02)11005-2