Current status of marketing theory; a European, American comparison
John K Ryans Jr
(Kent State University, Ohio, USA)
Willem Van't Spyker
(Kent State University, Ohio, USA)
262
Abstract
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.
Keywords
Citation
Ryans, J.K. 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/EUM0000000005086
Publisher
:MCB UP Ltd
Copyright © 1974, MCB UP Limited