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Why Do Undergraduate Marketing Majors Select Marketing as a Business Major? Evidence from Australasia

Authors :
Ravi Pappu
Source :
Journal of Marketing Education. 26:31-41
Publication Year :
2004
Publisher :
SAGE Publications, 2004.

Abstract

This research examines the reasons behind marketing majors’ decision to select marketing as a major, where students have the option to select more than one major toward their undergraduate degree. Results of surveys conducted at two universities, one in Australia and one in New Zealand, provide some new findings as well as extending findings from earlier studies. This research complements existing studies on the topic by providing empirical evidence from Australasia. The results also suggest that marketing is the most popular first-choice major for Australasian marketing majors.

Details

ISSN :
15526550 and 02734753
Volume :
26
Database :
OpenAIRE
Journal :
Journal of Marketing Education
Accession number :
edsair.doi...........7709df9a2200ddb6053c463de766fa87
Full Text :
https://doi.org/10.1177/0273475303262349