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：2005
卷号：6
期号：1
页码：1
出版社：Marketing Management Association
摘要：Continuing advances in database management and communication technologies have greatly accelerated the ability of Marketing to become more direct, highly focused, and increasingly interactive. Academic programs must be able to provide students with both the theoretical knowledge and the applied skills to meet the business expectations and provide students with distinctive and sustainable career advantages. This paper discusses how these needs and expectations are being met through the development of a comprehensive direct interactive marketing major fully integrated with a newly created institute for direct marketing. Students working within the applied, client-centered environment benefit from the blending of academic knowledge and hands-on experience in a real world setting
