ABSTRACT
One of the advantages of career longevity is the ability to see and experience change. In the academic area, the changes are not immediately obvious or radical. In marketing communications, we’ ve seen the development of new models of learning, the globalization of higher education, increased emphasis on research, the call for measurement of marketing productivity and the resulting emphasis on marketing metrics. Many of these changes have been profound. They have changed what we in the academic community think and theorize, as well as what practitioners do, forever.
