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ERIC Number: EJ793579
Record Type: Journal
Publication Date: 2008
Pages: 7
Abstractor: Author
Reference Count: 41
ISSN: ISSN-0273-4753
Doctoral Education and Transformative Consumer Research
Mari, Carlo
Journal of Marketing Education, v30 n1 p5-11 2008
This article examines why and how transformative consumer research (TCR) can become a relevant perspective in doctoral programs. The article draws selectively from studies published in consumer behavior, marketing, and marketing education that theoretically or empirically address this topic. It discusses the meaning and background of TCR together with reasons for its adoption within doctoral programs. It then briefly outlines current practices in doctoral programs in marketing and their main limitations. Finally, a proposal for integrating TCR in doctoral programs is presented, highlighting specific actions to implement it.
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A