Marketing instructors are faced with an array of subject material from a wide variety of sources. These sources can be broadly grouped into three spheres of influence: the researcher, the teacher, and the practitioner. This article considers these three influences as elements along two dimensions, contribution and conduct. It explores the problems faced by instructors as they attempt to present a balanced view of a specific topic in class. This marketing trifid, asithas been termed, is illustrated using the concept of marketing orientation and is equally applicable to other theoretical concepts.
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