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| Tekijä: | Katzenstein, H. |
| Otsikko: | Design of an ideal direct marketing course from the students' perspective |
| Lehti: | Journal of Direct Marketing
1994 : SPRING, VOL. 8:2, p. 66-72 |
| Asiasana: | DIRECT SELLING STUDENTS GROWTH |
| Kieli: | eng |
| Tiivistelmä: | The field of direct marketing has experienced tremendous growth in recent years offering various career options to students graduating from business schools. Although the practice of direct marketing has become more sophisticated in identifying and satisfying customer needs, educators in this field rarely make a systematic effort to measure the needs and preferences of their students and their potential employers. This article uses conjoint analysis to design an "ideal" introductory course in direct marketing based on students' preferences. |
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