haku: @indexterm Market theory / yhteensä: 68
viite: 26 / 68
| Tekijä: | November, P. |
| Otsikko: | Teaching marketing theory a hermeneutic approach |
| Lehti: | Marketing theory
2002 : VOL. 2:1, p. 115-132 |
| Asiasana: | MARKETING MARKETS MARKETING THEORY MARKET THEORY ANALYTICAL REVIEW |
| Kieli: | eng |
| Tiivistelmä: | The author of the article states that there is no consensus on what to teach in marketing theory or how to teach it: no established syllabus, no standard textbook and no standard teaching method. The paper states that in addition academics seem to have little interest in teaching marketing theory and students have even less interest in learning about it. The author of this article also describes how an academic, asked to teach a new marketing theory course at short notice, overcame these difficulties by designing and implementing an innovative marketing theory course using a hermeneutic approach. The paper provides a substantial list of references on this subject. |
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