Current status of marketing theory; a European, American comparison

Compares the views of European and US marketing lenders on a select group of marketing theory attitudinal statements. Gives attention to the approach taken to teaching marketing at undergraduate and graduate levels. Concludes that European and US respondents reacted overall similarly.

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Year of publication:	1974
Authors:	Ryans, John K ; Van't Spyker, Willem
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 8.1974, 3, p. 193-201
Publisher:	MCB UP Ltd
Subject:	Marketing theory \| Consumer behaviour \| Marketing \| USA \| Europe

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Type of publication:	Article
Type of publication (narrower categories):	review-article
Language:	English
Other identifiers:	10.1108/EUM0000000005086 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014725243