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ERIC Number: EJ1130323
Record Type: Journal
Publication Date: 2015
Pages: 17
Abstractor: As Provided
ISSN: ISSN-1052-8008
Understanding the History of Marketing Education to Improve Classroom Instruction
Ferrell, O. C.; Hair, Joe F., Jr.; Marshall, Greg W.; Tamilia, Robert D.
Marketing Education Review, v25 n2 p159-175 2015
This article provides a review of the history of marketing education. Some of the pioneers who developed concepts and pedagogical material used in teaching marketing are identified and some schools of thought are reviewed, namely, the commodity, institutional, and functional schools, as well as marketing management. During the early part of the 20th century, a number of scholars contributed seminal ideas that laid the foundation of marketing thought. Their published texts influenced what was taught in the classroom. What we teach today reflects what previous thought leaders and textbook authors considered to be important for the dissemination of marketing knowledge to students. Educators need a historical background about the concepts they teach and the textbooks they use. This background will help put what we teach today in perspective. This overview should provide an opportunity to think critically about the challenges that marketing educators face in selecting and presenting content in the classroom.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site:
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A