Abstract
There are several different frameworks that mar keting professors can employ when teaching basic marketing, and within each framework a variety of topics can be investigated. This research effort examines marketing academician's preferences for basic marketing frameworks and topics at two dif ferent points in time -- 1973 and 1976. Marketing professors' preferences in 1973 are compared and contrasted with those reported in 1976.
Get full access to this article
View all access options for this article.