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Direct linkTeer, Harold B.; Teer, Faye P.; Kruck, S. E. – Journal of Marketing Education, 2007
This article presents findings of an empirical investigation of the database marketing (DBM) course in business schools within the United States accredited by the Association to Advance Collegiate Schools of Business. Results indicated that from 2001 to 2005 there was a 52.5% increase in the percentage of business schools offering an undergraduate…
Descriptors: Marketing, Databases, Course Content, Case Studies
