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Journal of Marketing Education
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Retailing in Marketing Education: Implications of Cross-Disciplinary and Gender Diverse Programs

Kathleen Faith Mikitka

Institute for Teaching and Learning, California State University System, in Long Beach.

Ronald W. Stampfl

Department of Marketing, College of Business Administration, at San Diego State University in California.

This article (1) reviews a current and historical context of disciplinary and gender diversity in marketing and retailing education, (2) explores cross-disciplinary dimensions and impact of the diversity, and (3) suggests ways to integrate diverse marketing-oriented programs, including cross-disciplinary cooperation and collaboration. The questions of degree standards and program accreditation are raised.

Journal of Marketing Education, Vol. 16, No. 1, 25-33 (1994)
DOI: 10.1177/027347539401600104
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