Author： Howard Donald G. Savins David M. Howell William Ryans John K.
Publisher： Emerald Group Publishing Ltd
ISSN： 0309-0566
Source： European Journal of Marketing, Vol.25, Iss.2, 1991-02, pp. : 7-16
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Abstract
The focus is an examination of the evolution of marketing theory and the role the study of marketing theory plays in the marketing education process. In addition, the question whether the status of marketing theory differs among American marketing academicians and their European colleagues is examined.
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