2015 | OriginalPaper | Buchkapitel
Teaching Principles of Marketing from a Multicultural Perspective: A Proposed Exchange Framework
verfasst von : Ellen R. Foxman, Susan Dobscha
Erschienen in: Proceedings of the 1996 Multicultural Marketing Conference
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Most principles of marketing courses in the United States are structured around the marketing strategy concept Use of this conceptual framework implicitly and explicitly includes some topics and excludes others. We propose structuring the principlcs course around the concept of
exchange
. We outline how this framework will broaden course content and give instructors more flexibility in instituting a truly multicultural curriculum.