Marketing: Management Technology or Social Process?
Open Access
- 1 October 1972
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 36 (4) , 3-10
- https://doi.org/10.1177/002224297203600402
Abstract
Is marketing facing an identity crisis? The author examines the implications of conflicting views on marketing education, research, and the crucial issue of social responsibility of marketing. It is suggested that a major reorientation is required of marketing scholars and practitioners if the discipline is to evolve into full intellectual maturity.Keywords
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