NotesFAQContact Us
Collection
Advanced
Search Tips
Back to results
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ1190857
Record Type: Journal
Publication Date: 2018
Pages: 13
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1052-8008
EISSN: N/A
Teaching an Elevated View of Marketing: Marketing "with" Customers
Ottley, Gary; Bechwati, Nada Nasr
Marketing Education Review, v28 n3 p217-229 2018
Marketing in contemporary society is undergoing a shift in its foundational beliefs, including those concerning how the discipline treats customers. In this article, we present marketing educators with new ways of thinking about customers and challenge core marketing concepts by leveraging an elevated marketing perspective. We provide a roadmap to teaching marketing that frames customers as one among many active partners who define their own value-in-use, rather than as passive buyers who are cherished for their economic contribution. We identify four areas where traditional core marketing views are challenged. For each, we suggest alternative educational perspectives and classroom activities.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A