Marketing literature in ph.d. modules in Brazil and the United States: description and reflections

Abstract

This article analyzes the literature adopted in marketing modules of 12 doctoral programs in Brazil and compares it to the results found by Joswick, Bauerly, and Johnson (2004) on doctoral marketing seminars in the United States. While such literature in the U. S. consists predominantly of journal articles, in Brazil it is still common the use of textbooks. Regarding the age of the publications, they are less updated in Brazil. Overall, the analysis points out to the need to reduce the quality gap underlying Brazilian doctoral programs, although taking into account the educational context of each country. (C) 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Huseyin Uzunboylu