Reengineering: An Essential Element of Today's Marketing Curriculum

Abstract

Conflicting insight regarding the viability and status of reengineering make placement of the management concept within the business curriculum quite controversial. This study provides convincing support for the inclusion of reengineering within the marketing curriculum due to its strong links to the marketing concept, the continued and growing interest in the concept by the business community, and the successful reengineering of marketing processes. However, a relative lack of regard for reengineering by business faculty prompts a need to significantly modify the marketing curriculum in order to properly address a viable management concept.