Everyone in Business Needs to Be a Student of Marketing
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When I was a student at Duke I wasn’t much of a studentat least when it came to academics. Vastly preferring the lessons offered via extra-curricular activities, I gained a practical introduction to advertising by promoting various film series but in truth. Also, taking an actual marketing class was not an option. Well, that was a long time ago and the interest in and importance of understanding marketing has increased dramatically since then. There are now substantial curriculums at both the undergraduate and graduate levels, at Duke and across the country.
This transformation, perhaps paralleling the increased sophistication of the marketing industry itself, is palpable in the halls of Duke’s Fuqua School of Business, where I had the chance to catch up with Christine Moorman, their T. Austin Finch, Sr. Professor of Business Administration. In addition to being a marketing evangelist, Professor Moorman pioneered research among chief marketing officers in 2008. Now in its 11th year, the study she began then sheds light not just on the current state of the industry but also the trends that will test even the best students of our profession.
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