Establishing Cross-Disciplinary Marketing Education

Authors

Scott D. Alden
Rita Laxton, Willamette University
Gordon L. Patzer, University of Northern IowaFollow
Leslie Howard, Whittier College

Document Type

Article

Journal/Book/Conference Title

Journal of Marketing Education

Volume

13

Issue

2

First Page

25

Last Page

30

Abstract

This article continues the dialogue about the proper breadth of the marketing curriculum. Specifically, we suggest that developing better links between marketing and other areas of business and fostering connections between marketing and liberal arts courses provide benefits to students, organizations, and society. Suggestions are made regarding pedagogy and necessary changes in the academic reward structure. © 1991, Sage Publications. All rights reserved.

Department

Department of Marketing

Original Publication Date

1-1-1991

DOI of published version

10.1177/027347539101300205

Recommended Citation

Alden, Scott D.; Laxton, Rita; Patzer, Gordon L.; and Howard, Leslie, "Establishing Cross-Disciplinary Marketing Education" (1991). Faculty Publications. 4553.
https://scholarworks.uni.edu/facpub/4553