期刊名称：Journal for Advancement of Marketing Education
印刷版ISSN：2326-3296
电子版ISSN：1537-5137
出版年度：2001
卷号：1
期号：1
页码：1
出版社：Marketing Management Association
摘要：This paper suggests that the metaphor of dramatic performance provides the marketing educator with conceptual tools that enhance his or her ability to engage students in active participation in their own marketing education. The first part of the paper places differing approaches to teaching marketing in the context of the communication process of sender and receiver. The second part of the develops the concept of a performance centered approach to marketing education as an organizing principle to improve sender and receiver based approaches.
