Product and pricing courses are underrepresented in undergraduate marketing curricula
Bert J. Kellerman
(is a Professor of Marketing at the Department of Marketing, Southeast Missouri State University, Cape Girardeau, Missouri.)
Peter J. Gordon
(is a Professor of Marketing at the Department of Marketing, Southeast Missouri State University, Cape Girardeau, Missouri.)
Firooz Hekmat
(is a Professor of Marketing at the Department of Marketing, Southeast Missouri State University, Cape Girardeau, Missouri.)
2377
Abstract
Looks in depth at the development of the marketing mix using the 4 Ps – product, price, promotion and place, to meet target needs. Also investigates courses offered and required in marketing, and discusses the most appropriate ones for the students involved.
Keywords
Citation
Kellerman, B.J., Gordon, P.J. and Hekmat, F. (1995), "Product and pricing courses are underrepresented in undergraduate marketing curricula", Journal of Product & Brand Management, Vol. 4 No. 1, pp. 18-25. https://doi.org/10.1108/10610429510083721
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited