Marketing Principles and the Pre-existing Attitudes

Marketing principles does not comply always with the pre-existing attitudes of students and even practitioners. It seems that experience and intuition often interfere with the science of marketing notion. This article addresses the difficulties arising from such interference. Tools were developed to identify students´ opinions regarding central marketing topics both before and after taking the. Research findings indicate a very slight change in student attitudes as a result of the course. The article identifies the experience and intuition of the marketing student as the principle barrier to adopting marketing theory principles.