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QUANTITATIVE TECHNIQUES IN MARKETING: AN ASSESSMENT OF TEACHING AND USAGE PATTERNS
Author(s) -
Capella Louis M.,
Jain Subhash C.
Publication year - 1978
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1978.tb01391.x
Subject(s) - curriculum , marketing , management science , knowledge management , computer science , business , psychology , pedagogy , engineering
This paper presents the perspectives of quantitative techniques in academics and practice. Based on the findings of an empirical study, the academicians and practitioners emphasize different techniques and prefer different journals for keeping abreast. This reveals the areas for curriculum improvement to orient the program toward the practitioners.