Rethinking the market research curriculum

Addressing the challenge of aligning how market research is practiced and how it is taught has been a recurrent theme in the marketing education literature.

Introduction

Understanding how marketing education should respond to the disruptive influence of new technologies has become a common theme in the literature (e.g., Harrigan & Hulbert, 2011; Smart, Kelley, & Conant, 1999). Discussion has ranged...

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