Product and pricing courses are underrepresented in undergraduate marketing curricula

Abstract

Looks in depth at the development of the marketing mix using the 4 Ps – product, price, promotion and place, to meet target needs. Also investigates courses offered and required in marketing, and discusses the most appropriate ones for the students involved.

Citation

Kellerman, B.J., Gordon, P.J. and Hekmat, F. (1995), "Product and pricing courses are underrepresented in undergraduate marketing curricula", Journal of Product & Brand Management, Vol. 4 No. 1, pp. 18-25. https://doi.org/10.1108/10610429510083721