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New knowledge and powerful forces, such as technology and globalization, have converged to present significant challenges to traditional marketing curricula. It is time for educators to rethink marketing education, including curriculum design and teaching methods. This article discusses the forces shaping the future of marketing education, presents a view of the future to guide curriculum development, and develops four themes for marketing educators to consider in meeting the challenges to marketing education.

Can Personal Values be used to assist marketers in determining consumer choice behavior?

This report concerns the procedures used and results obtained in the development of an attitude scale to measure consumer discontent. Using consumer attitudes and the related consumerism literature as a point of departure, the writers define consumer discontent and develop a scale to measure the construct. The research results suggest that marketing and market-related constructs are potentially scalable properties that can meet rigorous reliability and validity criteria.

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