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The literary review assesses human capital theory (HCT) and technology acceptance model (TAM) in the existing body of scholarly knowledge in areas of real estate development, marketing, and training as a marketing partnership challenge. The current and past literature addresses the concepts of marketing practice, human capital, technology, real estate development, professional development, marketing partnerships, design technology, marketing training, and operational planning. The scholarly research focuses on the need for developing partnerships within the real estate industry for improving the marketing profession to create better employment opportunities for marketers. Current studies in the marketing profession identify the need for job re-education, employment diversification, market differentiation, and training as a central problem within the real estate development market.

A Literature Review on the Marketing Partnership Challenge: HCT and TAM in Areas of Real Estate Development, Marketing, and Training