Further Thoughts On The Marketing Trifid: The Case Of Marketing Orientation  

Oleh:

Dibb, Sally ; Stern, Philip

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 22 no. 3 (Dec. 2000), page 214-224.
Fulltext: 214.pdf (109.58KB)

Isi artikel

Marketing instructors are faced with an array of subject material from a wide variety of sources. These sources can be broadly grouped into three spheres of influence: the researcher, the teacher, and the practitioner. This article considers these three influences as elements along two dimensions, contribution and conduct. It explores the problems faced by instructors as they attempt to present a balanced viewof a specific topic in class. This marketing trifid, as it has been termed, is illustrated using the concept of marketing orientation and is equally applicable to other theoretical concepts.

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