Toward a professional concept for marketing
- 1 January 1986
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 1 (3) , 303-313
- https://doi.org/10.1080/0267257x.1986.9963992
Abstract
This paper attempts to position marketing as an academic and professional discipline. It discusses potential differences between the needs of marketing academics and other marketing professionals with respect to the definition of the subject matter of marketing. The political‐ideological basis of marketing in a free market economy is seen as an external criterion which can help to identify the most appropriate concepts for marketing theory building and applied marketing knowledge.Keywords
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