What Role Should Marketing Theory Play in Marketing Education: A Cross‐National Comparison of Marketing Educators

Abstract

The focus of this article is a cross‐national comparison of the role the study of marketing theory should play in the marketing education process. This study also examines whether the status of marketing theory differs from marketing academicians in the United States, Europe, and the Pacific Basin.

Citation

Howard, D.G. and Ryans, J.K. (1993), "What Role Should Marketing Theory Play in Marketing Education: A Cross‐National Comparison of Marketing Educators", Asia Pacific Journal of Marketing and Logistics, Vol. 5 No. 2, pp. 29-43. https://doi.org/10.1108/eb010249