Abstract
Twenty years ago consumer behavior was a new idea in the marketing curriculum of American colleges. Since them the course has increased in popularity. This propensity to install a consumer behavior course has paralleled the acceptance, by scholars and practitioners, of consumer orientation, i.e., the consumer must be satisfied at a profit. One assumes that as the consumer behavior course increased in popularity within marketing departments that the attitude of educators toward its relative importance would change. As a matter of fact, one result appears dependent upon the other.
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© 2015 Academy of Marketing Science
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Walters, C.G., Taylor, R.D., Perry, D. (2015). The Importance of Consumer Behavior Compared to Other Business Courses. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_32
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DOI: https://doi.org/10.1007/978-3-319-16976-7_32
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16975-0
Online ISBN: 978-3-319-16976-7
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