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Teaching Graduate Accounting Students What They Need To Know About Marketing Their Profession
2013
American Journal of Business Education
This paper describes a graduate professional services marketing class which focuses on experiential learning in the context of the accounting profession. It incorporates traditional services marketing theory with development of critical marketing skills as identified by practicing professionals. Ten to fifteen years ago, professional services marketing courses emerged and several pedagogical papers were published (Blanchette, 1996; Gremler, Hoffman, Keaveney & Wright, 2000; McNeilly & Bar,
doi:10.19030/ajbe.v7i1.8320
fatcat:dav5lusuhzeyrpn7i36xmlasna