Abstract
A fundamental objective of marketing principles textbooks is to disseminate the language of the discipline. This paper reports on a content analysis of 15 typical uncfaer-graduate principles of marketing books to ascertain what terms and concepts constitute the lexicon of marketing. The results are revealing as it is patent that there is little consensus as to a common language of this academic specialty, at least from the perspective of undergraduate principles of marketing textbooks. The authors go on to suggest one possible list of standardized marketing terms, primarily to hasten the dialogue that is perceived as necessary, if the field is to more rapidly develop a consensus on its lexicon.
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Plank, R.E., Canedy, C. (2015). The Language of Marketing: A Content Analysis of Marketing Principles Textbooks. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_53
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DOI: https://doi.org/10.1007/978-3-319-17055-8_53
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17054-1
Online ISBN: 978-3-319-17055-8
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