Marketing education : constructing the future / guest editor Val Cox.

Format:

Book

Contributor:

Cox, Val.

Series:

Volume 24, Issue 3

Marketing Intelligence & Planning ; v.24, no. 3

Language:

English

Subjects (All):

Marketing.

Marketing research.

Physical Description:

1 online resource (131 p.)

Edition:

1st ed.

Place of Publication:

Bradford, England : Emerald Group Publishing, c2006.

Language Note:

English

Summary:

How do we ensure that marketing academics create knowledge that is relevant, reaches the appropriate audiences, informs practice and contributes to further development of the profession and discipline of marketing? What part is, and should be, played by marketing education? What is the knowledge base a marketer might be expected to have? How might students be equipped to develop a career in marketing? What should the balance be between skills and knowledge? How does education differ from training? How might the marketing students of today help to grow the marketing profession and discipline of

Contents:

Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Guest editorial; The marketing curriculum and educational aims: towards a professional education?; Situated learning and marketing; Today's educational drama - planning for tomorrow's marketers; Bridging the academic/practitioner divide in marketing; Mind the gap; Marketers with MBAs: bridging the thinking-doing divide; Narrowing the skills gap for marketers of the future; Educating practitioners to value new marketing knowledge

Notes:

Description based upon print version of record.

ISBN:

1-280-54749-9

9786610547494

1-84663-015-0

OCLC:

71172509