Marketing Education and Marketing Personnel as Research Areas

Abstract

In the second of the reports developed by the American Marketing Association task force on research on basic marketing problems, Smith and Cooke ask for research to guide marketing educators in relating education to job performance as well as evaluating curricula and teaching methods. They also point out that there is need to study the best means of identifying, attracting, and stimulating marketing people. Banks' commentary raises the question of education in marketing vs. education for marketing. He also seconds suggestions by Smith and Cooke that education in marketing may well be an efficient vehicle for understanding contemporary society.