British Teachers' Conceptions of Marketing.

Marketing is a relatively recent field of study in British educational institutions. The progressive establishment of marketing in the educational curricula has proceeded during a period when the scope of marketing has increasingly been questioned. The re-examination process has been most evident in the United States, but is also reflected in the British literature[1]. A number of American writers have suggested that marketing faces an "identity crisis": confusion resulting from different conceptions of marketing[2]. Since the academic development and teaching of a subject is inextricably tied to educators' conceptions of the field of study, the topic is considered important. Nickels[3] has reported a survey carried out in America exploring this matter. The purpose of this paper is to present the findings of a similar survey carried out in Britain. As well as describing British teachers' conceptions of marketing, some comparative analysis is presented. [ABSTRACT FROM AUTHOR]