The subject of this paper is the future of marketing education. One focal point of the paper concerns the readiness for change of marketing departments. The culture, climate and policies of marketing departments are discussed with an emphasis on their conduciveness to change. Several elements culture, climate, and policies are presented and accompanied by observations of a curmudgeon—the author of this paper. The paper concludes with some thoughts on students, teaching and research.
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Lawrence B. Chonko (2003) studied this question.
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