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A subjective personal introspective essay on the evolution of business schools, the fate of marketing education, and aspirations toward a great society

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  • Holbrook, Morris B.

Abstract

This essay pursues an approach that I call Subjective Personal Introspection (SPI) to comment on my own impressions concerning my experiences over the past fifty-plus years at one of our leading graduate schools of business. Herein, I trace my progress from MBA candidate to doctoral student to faculty member to retiree by suggesting ways in which – from my admittedly idiosyncratic perspective – business education has devolved toward a lower level of academic excellence, an abandonment of scholarly values, an unfortunate anti-intellectualism, a neglect of its commitment to the advancement of business- or marketing-related knowledge for its own sake, and a betrayal of its responsibility to work toward the protection of social welfare. Though the situation seems a bit hopeless, I offer a few modest suggestions for possible improvement.

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  • Holbrook, Morris B., 2018. "A subjective personal introspective essay on the evolution of business schools, the fate of marketing education, and aspirations toward a great society," Australasian marketing journal, Elsevier, vol. 26(2), pages 70-78.
  • Handle: RePEc:eee:aumajo:v:26:y:2018:i:2:p:70-78
    DOI: 10.1016/j.ausmj.2018.05.010
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    References listed on IDEAS

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    1. Holbrook, Morris B & Grayson, Mark W, 1986. "The Semiology of Cinematic Consumption: Symbolic Consumer Behavior in Out of Africa," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 374-381, December.
    2. Morris B. Holbrook & William L. Moore & Gary N. Dodgen & William J. Havlena, 1985. "Nonisomorphism, Shadow Features and Imputed Preferences," Marketing Science, INFORMS, vol. 4(3), pages 215-233.
    3. Peter E. Earl & Simon Kemp (ed.), 1998. "The Elgar Companion to Consumer Research and Economic Psychology," Books, Edward Elgar Publishing, number 1219.
    4. Bello, David C. & Holbrook, Morris B., 1995. "Does an absence of brand equity generalize across product classes?," Journal of Business Research, Elsevier, vol. 34(2), pages 125-131, October.
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    Cited by:

    1. Uncles, Mark D., 2018. "Directions in higher education: A marketing perspective," Australasian marketing journal, Elsevier, vol. 26(2), pages 187-193.
    2. Khabyuk, Olexiy, "undated". "Marketingausbildung im Zeichen der Arbeitsmarktfähigkeit und Digitalisierung: Diskussion der Anforderungen an Marketing-Curricula in den angelsächsischen wissenschaftlichen Veröffentlichungen der letz," Duesseldorf Working Papers in Applied Management and Economics 50, Duesseldorf University of Applied Sciences.

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