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Journal of Marketing Education
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Using the Theory of Constraints’ Thinking Processes to Improve Problem-Solving Skills in Marketing

Marjorie J. Cooper

Terry W. Loe

Baylor University

Businesses actively seek college graduates who have problemsolving skills, and universities must equip their students with such skills. One of the greatest difficulties when solving problems is correctly identifying the core issue. This article offers instructors tools that instill problem identification and situation analysis skills in students. Eli Goldratt’s theory of constraints’ thinking processes are provided as a model along with guidelines for implementing these tools in marketing.

Journal of Marketing Education, Vol. 22, No. 2, 137-146 (2000)
DOI: 10.1177/0273475300222008
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