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Marketing pp 371-381 | Cite as

Marketing under attack

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

Abstract

As indicated in the ‘Preface to the First Edition’, the thrust of this book has been concerned with establishing the need for a sound theoretical foundation on which to develop a discipline of marketing while recognising that the function and practice are of considerable antiquity. Based upon this argument we examined in Part II specific sub-areas within marketing to show how these had grown by borrowing concepts and ideas from other disciplines and then synthesising and developing these in a marketing context. And, in the preceding chapter, we reviewed the arguments in favour of extending the marketing concept into areas not traditionally associated with it-services and the outputs or ‘products’ of non-profit associations.

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Notes and references

  1. 2.
    Philip Kotier, Marketing Management, 2nd edn (Englewood Cliffs, N.J.: Prentice-Hall, 1972).Google Scholar
  2. 3.
    P. A. Samuleson, Economics, 4th edn (New York: McGraw-Hill, 1958).Google Scholar
  3. 5.
    D. Meadows et al., The Limits to Growth (London: Earth Island, 1972).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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