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| Author: | Howard, D. G. |
| Title: | The evolution of marketing theory in the United States and Europe. |
| Journal: | European Journal of Marketing
1991 : VOL. 25:2, p. 7-16 |
| Index terms: | MARKETING THEORY MARKETING EDUCATION USA EUROPE, WEST |
| Language: | eng |
| Abstract: | Findings of a 1974 and a 1987 survey concerning European/USA attitude on marketing theory as an objective and on the present level of marketing theory are compared, importance of theory in the classroom and emphasis placed on marketing theory at the different educational levels is investigated. European respondents tended to give higher ratings to the importance of marketing theory as an objective, than did the respondents in the USA. |
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