Customer Voices Incorporated in a Marketing Class: A Review

Abstract

The focus of this paper is to revisit the manner in which marketing pedagogy could assume the task of incorporating the consumer’s voice in the classroom. Consumer’s voice is well established as a central theme in marketing literature, curriculum, and business practices. Educators teaching marketing as a subject are continuously in pursuit of understanding the consumer behavior and, thereby, play an important role in influencing how a new crop of managers perceive, receive, and respond to this aspect of conducting business. The business world also constantly keeps demanding tools and strategies to help them better understand their consumer, as also to widen their consumer base in a constantly changing scenario.