Abstract
This paper investigates changes made to the contents of one of the most popular texts adopted for the teaching the core undergraduate marketing subject. Based upon this investigation, the proposition that changes in teaching practice should be reflected in changes to the content of a fundamental marketing text is drawn. This proposition is tested using a longitudinal content analysis of McCarthy's Basic Marketing text. The findings provide no support for the proposition, indeed they provide weight to suggest that content has remained fairly static for over 40 years.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2004: Marketing Accountabilities and Responsibilities, held at Wellington, New Zealand, 29 November-1 December 2004 |
| Publisher | Australian and New Zealand Marketing Academy |
| Number of pages | 1 |
| ISBN (Print) | 0475222151 |
| Publication status | Published - 2004 |
| Event | Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → … |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference |
|---|---|
| Period | 1/12/13 → … |
Keywords
- marketing
- study and teaching (higher)
- media programs (education)
- WebCT
- educational technology
- computer-assisted instruction