Are Marketing Academicians' Preferences for Frameworks and Topics in Introductory Marketing Texts Changing?

Abstract

There are several different frameworks that mar keting professors can employ when teaching basic marketing, and within each framework a variety of topics can be investigated. This research effort examines marketing academician's preferences for basic marketing frameworks and topics at two dif ferent points in time -- 1973 and 1976. Marketing professors' preferences in 1973 are compared and contrasted with those reported in 1976.