Compares the views of European and US marketing lenders on a select group of marketing theory attitudinal statements. Gives attention to the approach taken to teaching marketing at undergraduate and graduate levels. Concludes that European and US respondents reacted overall similarly.
Ryans, J. and Van't Spyker, W. (1974), "Current status of marketing theory; a European, American comparison", European Journal of Marketing, Vol. 8 No. 3, pp. 193-201. https://doi.org/10.1108/EUM0000000005086Download as .RIS
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