Marketing Education: Present Needs and Future Challenges

Marketing education today is rather isolationist — marketing students are taught too many specialities, and they are given to sharp a profile in marketing particulars. The interaction of the marketing function with other key functions of a corporation is forgotten. In this article we outline the functional requirements on marketing professionals, link these requirements to marketing theory and propose and new technology of computer‐based expert systems to be instrumental for making marketing theory operational and educating marketing professionals.