- Title
- Marketing curriculum - The missing jigsaw piece
- Creator
- Errey, Robert
- Date
- 2007
- Type
- Text; Conference paper
- Identifier
- http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/55338
- Identifier
- vital:3595
- Abstract
- Concerns have been raised about marketing's apparent lack of strength at the board and senior management levels. One reason may be that marketers cannot clearly demonstrate how marketing contributes to the firm's financial performance. Perhaps what universities do not teach in the marketing curriculum contributes to this situation.
- Publisher
- San Antonio, Texas, U.S.A. : Marketing Educators' Association
- Relation
- Paper presented at 2007 Marketing Educators Association Conference : Building Knowledge and Skills in the 21st Century: Fulfilling the Mission of Marketing Education, San Antonio, Texas, U.S.A. : 26th-28th April 2007 p. 125
- Rights
- Copyright Marketing Educators' Association
- Rights
- This metadata is freely available under a CCO license
- Subject
- Marketing; Students; Curriculum; Business; Universities; Finance
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