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Direct linkOttley, Gary; Bechwati, Nada Nasr – Marketing Education Review, 2018
Marketing in contemporary society is undergoing a shift in its foundational beliefs, including those concerning how the discipline treats customers. In this article, we present marketing educators with new ways of thinking about customers and challenge core marketing concepts by leveraging an elevated marketing perspective. We provide a roadmap to…
Descriptors: Marketing, Business Administration Education, Consumer Economics, Class Activities
