Evans, Joel R. and Berman, Barry. 1995. Principles of Marketing. N.J. Advice from the Experts Dr. Mike Solomon professor of marketing at Auburn University offer this advice to prospective students. Marketing is changing so rapidly that even your professors cannot project what their courses will be two to four years from now. Marketing integrates concepts from economics, psychology and sociology, among others, to teach you to be both an efficient manager and a responsible analyst of industry trends.
Marketing is both an art and a science.
As we continue the transition to a service-oriented economy, opportunities continue to multiply for marketers. Today's marketing student must be a global citizen, able to transcend national boundaries, as the globalization of business means that we no longer think in terms of domestic versus foreign competition. Marketers of the future need to focus on long-term thinking as they try to anticipate and stay on top of these developments. I chose the field of marketing and consumer behavior because I am fascinated by the everyday activities of people. It is the study of how our world is influenced by the action of marketers.