Marketers as noodlers
Journal of the Academy of Marketing Science · 1982 · Volume 10 · Issue 3
Abstract
The article examines difficulties marketing instructors encounter in introductory marketing courses. Presentation of the factors responsible for the growing volume and importance of marketing and examination of the roles marketing performs for business and society can lead students to form negative attitudes. Students in their initial exposure to marketing study may come to view marketing as manipulative and of service only to production and profits. Suggestions are presented for logical development of these topics via positive and persuasive examples. A review of literature is presented indicating a wide divergency of views regarding the scope of marketing, a definition of the field, and societal contributions. Research findings are presented on the accumulation of marketing knowledge and the attitudes which are formed during study in the Marketing Principles course.
Keywords
Marketing, Marketing Effort, Business Function, Marketing Concept, Market Principle
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