Marketing academia must do some restructuring if it is to regain its former position
of respect in the business community. Recommended courses of action are to (1)
encourage the creative generation of concep ts, (2) emphasize the im p lementation stage
of the management process, and (3) restructure some aspects of our doctoral programs.
Get full access to this article
View all access options for this article.
References
1.
Borden, Neil H.
(1942), The Economic Effects of Advertising ,
Homewood, IL: Richard D. Irwin, Inc.
2.
Crisp, Richard D.
(1948), How to Reduce Distribution Costs,
New York: Funk & Wagnalls
.
3.
Gordon, Robert A.
and
James E. Howell
(1959), HigherEducation for Business ,
New York: Columbia University Press
.
4.
Haley, Russell J.
(1963),
"Benefit Segmentation: A Decision Oriented Research Tool,"Journal of Marketing, 27 (July),
30-35
.
5.
Hise, Richard T.
(1965),
"Have Manufacturing Firms Adopted the Marketing Concept?"Journal of Marketing, 29 (July),
9-12
.
6.
Howard, John A.
and
Jagdish N. Sheth
(1967), "A Theory of Buyer Behavior," in Changing Marketing Systems, Reed Moyer, ed.,
Chicago: American Marketing Association
, pp. 253-262.
7.
Kerin, Roger A.
(1987),
"Journal of Marketing Faces Five Challenges as It Embarks on Its Second Half-Century,"Marketing Educator , 6 (Winter), 1,
4
.
8.
Kotler, Philip
and
Sydney J. Levy
(1969),
"Broadening the Concept of Marketing,"Journal of Marketing, 33 (January),
10-15
.
9.
Lavidge, Robert J.
and
Gary A. Steiner
(1961),
"A Model for Predictive Measurements of Advertising Effectiveness,"Journal of Marketing, 25 (October),
59-62
.
10.
Lazer, William
(1969),
"Marketing's Changing Social Relationships,"Journal of Marketing, 33 (January),
3-9
.
McCammon, Bert C., Jr.
(1964), "Alternative Explanations of Institutional Change and Channel Evaluation," in Toward Scientific Marketing , Stephen A. Greyser, ed.,
Chicago: American Marketing Association
, pp. 477-490.
13.
McNair, Malcolm P.
(1958), "Significant Trends and Developments in the Postwar Period," in Competitive Distribution in a Free, High-Level Economy and Its Implications for the University, A. B. Smith, ed.,
Pittsburgh: The University of Pittsburgh Press
, pp. 17-18.
14.
Nystrom, Paul H.
(1928), Economics of Fashion,
New York: Ronald Press
.
15.
Oxenfeldt, Alfred
(1959), "The Marketing Audit as a Total Evaluation Program," in Analyzing and Improving Marketing Performance. "Marketing Audits" in Theory and Practice, Management Report no. 32,
New York: American Management Association
, pp. 25-36.
16.
Robinson, Patrick J.
,
Charles W. Faris
, and
Yoram Wind
(1967), Industrial Buying and Creative Marketing ,
Boston: Allyn and Bacon, Inc
.
17.
Schuchman, Abe
(1959), "The Marketing Audit: Its Nature, Purposes, and Problems," in Analyzing and Improving Marketing Performance: "Marketing Audits" in Theory and Practice, Management Report no. 32,
New York: American Management Association
, pp. 11-19.
18.
Sevin, Charles H.
(1946), Distribution Cost Analysis, U.S. Department of Commerce, Economic Series, no. 50,
Washington, DC: U.S. Government Printing Office
.
19.
Smith, Wendell R.
(1956),
"Product Differentiation and Market Segmentation as Alternative Marketing Strategies,"Journal of Marketing , 21 (July),
3-8
.
20.
Wotruba, Tom
(1986),
"From the Editor,"Journal of Personal Selling and Sales Management, 6 (November),
iv
.
