Details

Autor(en) / Beteiligte

• Hultman, Claes M.
• Hills, Gerald E.

Titel

Teaching Marketing Principles for Rapidly Growing Firms: Student Employment by the Gazelles

Ist Teil von

• Marketing education review, 2001-07, Vol.11 (2), p.43-52

Ort / Verlag

Routledge

Erscheinungsjahr

2001

Quelle

Taylor & Francis Journals Auto-Holdings Collection

Beschreibungen/Notizen

• Given the well documented importance of small and medium size enterprises (SMEs) in creating employment for students worldwide, it is critically important for professors to assess the appropriateness of traditional university marketing principles teaching for growth oriented SMEs. Based on a cross country study in Sweden and the USA, the appropriateness of teaching several marketing principles is questioned. Major new teaching directions are proposed regarding levels of product and market orientation, selling versus marketing, degree of target market definition, use of networking and referrals, the role of reputation and credibility, marketing planning, marketing research, marketing goals, and networking. A reorientation of marketing teaching for students who will be employed by SMEs is proposed.