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A Study of the Database Marketing Course in AACSB–Accredited Business Schools.pdf

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A Study of the Database Marketing Course in AACSB–Accredited Business Schools

Journal of Marketing Education A Study of the Database Marketing Course in AACSBAccredited Business Schools Harold B. Teer, Faye P. Teer and S. E. Kruck Journal of Marketing Education 2007; 29; 245 DOI: 10.1177/0273475307306891 The online version of this article can be found at: /cgi/content/abstract/29/3/245 Published by: On behalf of: Marketing Educators Association Additional services and information for Journal of Marketing Education can be found at: Email Alerts: /cgi/alerts Subscriptions: /subscriptions Reprints: /journalsReprints.nav Permissions: /journalsPermissions.nav Citations /cgi/content/refs/29/3/245 Downloaded from by mu jiankang on October 8, 2009 A Study of the Database Marketing Course in AACSB–Accredited Business Schools Harold B. Teer, Faye P. Teer, and S. E. Kruck This article presents findings of an empirical investigation of field has evolved from marketing to the masses to developing the database marketing (DBM) course in business schools many one-to-one relationships (Rosenwald, 2004; Ryals, within the United States accredited by the Association to 2003). At the heart of today’s one-to-one marketing is databas