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Marketing pp 359-370 | Cite as

Extending the marketing concept

  • Michael J. Baker
  • A. J. Brown
  • Douglas Brownlie
  • Keith Crosier
  • Jennifer L. Drayton
  • Anita Kennedy
  • Joanna Kinsey
  • Stephen T. Parkinson
Chapter
Part of the Macmillan Studies in Marketing Management book series (STMM)

Abstract

To this point we have been concerned with establishing a definition of marketing, with justifying the need for a sound theoretical foundation if the discipline is to grow, and with indicating how marketing has borrowed from other disciplines such as economics and the behavioural sciences in developing such a foundation. In this chapter we examine the extension of marketing thinking beyond the traditional areas with which it is usually associated-the sale of goods and services.

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Notes and references

  1. 1.
    See George Schwartz (ed.), Science in Marketing (New York: Wiley, 1965).Google Scholar
  2. 2.
    An exception to this is William J. Stanton, Fundamentals of Marketing, 4th edn (New York: McGraw-Hill, 1975),Google Scholar
  3. and we draw heavily on this source in this section. Another source to be consulted is John M. Rathmell, Marketing in the Service Sector (Cambridge, Mass.: Winthrop, 1974) which contains many useful references.Google Scholar
  4. 5.
    Philip Kotier and Sidney J. Levy, ‘Broadening the Concept of Marketing’, Journal of Marketing, vol. 33 (Jan. 1969) pp. 10–15.Google Scholar

Copyright information

© Michael J. Baker and The Macmillan Press Ltd 1983

Authors and Affiliations

  • Michael J. Baker
  • A. J. Brown
  • Douglas Brownlie
  • Keith Crosier
  • Jennifer L. Drayton
  • Anita Kennedy
  • Joanna Kinsey
  • Stephen T. Parkinson

There are no affiliations available

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