Based on an analogy with a recently revived film of The Benny Goodman Story, draws some marketing‐related parallels between jazz musicianship and teaching. Specifically, as in the case of artists, professors may often pursue a product‐oriented strategy stubbornly dedicated to honouring their own convictions at the expense of a customer‐oriented quest for greater potential popularity. Illustrates through an interview with Woody Herman that, as with jazz musicians, so with teachers: one hopes that integrity will win true listeners.
Holbrook, M. and Day, E. (1994), "Reflections on Jazz and Teaching: Benny and Gene, Woody and We", European Journal of Marketing, Vol. 28 No. 8/9, pp. 133-144. https://doi.org/10.1108/03090569410067596Download as .RIS
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