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Segmentation Strategies in Intro Marketing

Authors :
F. Robert Dwyer
Source :
Journal of Marketing Education. 4:47-54
Publication Year :
1982
Publisher :
SAGE Publications, 1982.

Abstract

Marketing's declining share of all business degrees is a significant problem requiring the immediate attention of marketing educators. More effective recruiting of top quality marketing majors demands a greater understanding of the interests of students in the principles course. This study examines student importance ratings for various subject areas in the principles course and identifies diverse student segments.

Details

ISSN :
15526550 and 02734753
Volume :
4
Database :
OpenAIRE
Journal :
Journal of Marketing Education
Accession number :
edsair.doi...........8114470e983d613b728beff9fc072d9f
Full Text :
https://doi.org/10.1177/027347538200400109