ABSTRACT
Our PhD programs are designed to train future academics. This is a very desirable motive because there is an acute shortage of marketing academics. However, we should encourage (or at least not discourage) our PhD students from entering the business world. Many leading corporations are led by individuals who have PhDs in chemistry, life sciences, and engineering. Why not PhDs in marketing? Corporations can gain if they are led by individuals who have an in-depth knowledge, and an appreciation, of how one goes about understanding customer needs and developing products, services, and programs that allow a company to profitably satisfy such needs. Furthermore, it does not hurt if audience members understand our language because they have been taught to do so.
