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A Gap Analysis of Professional and Academic Perceptions of the Importance of International Marketing Curriculum Content and Research Areas

Authors :
William J. Lundstrom
D. Steven White
Source :
Journal of Marketing Education. 19:16-25
Publication Year :
1997
Publisher :
SAGE Publications, 1997.

Abstract

The authors surveyed marketing academicians and practitioner members of the American Marketing Association who designated international marketing as a field of interest. This study compares and contrasts the importance each group places on 62 skill and research areas traditionally associated with international marketing education. The findings offer insight into areas of agreement between the two groups and identify gaps between their perceptions of the importance of a range of topics that includes general marketing knowledge, research, foreign languages, cultural differences, and world regions.

Details

ISSN :
15526550 and 02734753
Volume :
19
Database :
OpenAIRE
Journal :
Journal of Marketing Education
Accession number :
edsair.doi...........b4c86375878b99ae635a36435c33d69f
Full Text :
https://doi.org/10.1177/027347539701900203