This article addresses the issue of recent declines in the number and quality of marketing majors within business schools. These issues are discussed within the more general context of changing student enrollment patterns and alternative models of student choice of major The development of proactive marketing plans and strategic alliances between marketing departments and other departments and units, both on campus and outside the university, is discussed as a means of more effectively marketing the marketing major.
This article examines how increasing use of the Internet and its related technology will affect the role of marketing educators and the way they teach marketing. The authors also discuss how the Internet might be harnessed to meet current challenges facing business education.
The interaction between social class and perceived risk on the way that consumers use various sources of information is examined in this article. The conclusions reached here suggest that perceived risk explains a great deal about the way that information is acquired and that social class explains relatively little. The results of the study indicate that marketing managers may well be able to improve the effectiveness of their budgets by reexamining the way they use newspapers and word‐of‐mouth communications.
This study investigates the importance of country of manufacture (COM) information to U.S. consumers when purchasing a variety of different goods and services. The impact of COM information on consumer perceptions of product quality, price and risk level are also presented. Finally, profiles of consumers sensitive to COM information and predisposed toward expanded trade with the People's Republic of China are presented.
Excitement has been generated for using Internet technology as a vehicle to further numerous educational objectives, including enhanced student learning, greater integration of business school functional areas, and increased job market relevance. This article discusses how the Introductory Internet Marketing course can be positioned as a technology champion to accomplish a number of these marketing education objectives. Following this, a plan to diffuse the activities from the champion course to other marketing courses is presented.
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