Schuyler F. Otteson
The marketing curriculum is being subjected to careful scrutiny
and important experimentation. New directions suggest less
vocationalism, less concentrated narrow specialization, and
study directed more along the lines of marketing management.
Special attention in the future will be directed to such matters
as market measurement and consumer behavior and to the
interrelated play of these and other factors in an effective mar-
keting program. Public policy issues with which marketing is
concerned are likely to be treated within this framework and
from the viewpoint of enlightened management.
Of the major functional areas in business, marketing is one of the more recent fields to receive a place in the organized curricula of our universities. The first courses in marketing--and it is no doubt stretching a point to label them as marketing courses--appeared about 1902. A scattering of courses was added in the years that followed, but not until after World War I did the study of marketing gain a firm foothold in our business curriculum.
The early pioneers in marketing were few in number but extremely influential in laying the conceptual framework for our present marketing curriculum. They were also responsible for founding the predecessor of the American Marketing Association, the major professional organization in the field, and for initiating the research upon which our current understanding of marketing relies heavily.
Three of today's leading textbooks for the general or "principles"