Expanding Marketing Curriculums to Meet Current Needs: A Case for Including Direct Marketing

Presently, one of the fastest growing and most dynamic segments in marketing is that of direct client contact or direct marketing. Yet, most marketing curriculum planners have failed to fully acknowledge its importance in their curriculum. This article describes the scope and influence of direct mar...

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Bibliographic Details
Published in:Journal of marketing education 1986-08, Vol.8 (2), p.47-50
Main Authors: Clabaugh, Maurice G., Wallace, Joanna R.
Format: Article
Language:English
Subjects:
Curricula
Direct marketing
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Summary:Presently, one of the fastest growing and most dynamic segments in marketing is that of direct client contact or direct marketing. Yet, most marketing curriculum planners have failed to fully acknowledge its importance in their curriculum. This article describes the scope and influence of direct marketing and presents implications for marketing educators.
ISSN:0273-4753
1552-6550
DOI:10.1177/027347538600800208