Educators should put more emphasis on marketing history

Evans, Joel R.; Berman, Barry
July 1981
Marketing News;7/24/1981, Vol. 15 Issue 2, p18
Trade Publication
Focuses on the lack of emphasis given by marketing educators to the study of modern marketing history and the evolution of its practices in the U.S. Background on the book "Readings in the History of American Marketing: Supplement to Civil War," edited by Stanley J. Shapiro and Alton F. Doody; Reasons behind the underemphasis on the history of marketing; Techniques that can be used in studying the history, including case studies.


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