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"We must convey,in effect,the spirit of the field,which is to serve the people,not to use them."As a reflection of the probable improvement in theDenver economy and the growth of the city, thereis great potential for the University, especially in themarketing area, according to Dr. Leonard Berry. Inview of this, the business school is working for a closerinteraction with the community. The assistant professorof marketing completed his studies in Arizona and isnow in his fourth year at DU.I believe we are beginning to realize at theuniv.ersity that perhaps our most fundamentalobjective is to teach students to teach themselves.That is, we are beginning to realize that we mustbe mostly concerned with stimulating our students'capacity to acquire knowledge on their own,long after the diploma is granted. This objectivelooms as more and more critical when onepauses and realizes that much of what is knowntoday will be superseded by that which will be knowntomorrow.In short, the university's function must center onstimulating the motivation for learning, theexcitement of inquiry, the process of examination.Learning to learn is where it's all at in the universityprocess.This is not to say that we shouldn't teach the toolsof our profession, because we should. In marketing,for example, we must teach current tools sincethey are decidedly useful today, even though manymay not be useful tomorrow. Rather, this is to saythat when we teach only the tools in marketing, wecannot be content with the notion that our graduatesare well-prepared to enter the very consequential,very change-oriented business system that willcontinue for some time to be challenged inunprecedented ways by many sectors of society.We must, in short, go beyond the mere teachingof marketing tools and teach the excitement,the challenges, the failures, the potential and thephilosophy of the discipline. We must convey,in effect, the spirit of the field, which is to servepeople, not use them.It is precisely because this spirit is sometimes notunderstood at all or forgotten in the serviceof momentary convenience, that makes its teachingso critical. The marketer who abuses theenvironment, the consumer, or, in general, hisresponsibilities, is the obsolete marketer in our newemerging age of people first, things second.Assistant Professor of MarketingB.A., M.B.A.-University of DenverPh.D.-Arizona State University52