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Evolution of the Marketing Concept

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Marketing Theory and Practice


In this chapter we seek to provide some answers to the frequently posed question ‘What is marketing?’ We will argue that, essentially, marketing is concerned with exchange relationships between producers and users, suppliers and customers, and will suggest that uncertainty, confusion or misunderstanding as to the scope and nature of this exchange relationship would seem to stem from the fact that all of us have participated in such interchange and have formulated our own interpretation of its nature.

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Notes and references

  1. Kotler, P., Marketing Management, 2nd edn, Englewood Cliffs, N.J.: Prentice-Hall, 1972, p. 6.

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  2. This follows a trichotomy suggested by Robert L. King in ‘The Marketing Concept’, in Science in Marketing, ed. George Schwartz, New York: Wiley, 1965. The discussion on these different orientations draws extensively on this source.

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  3. Meadows, D., et al., The Limits to Growth, London: Earth Island, 1972.

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  4. General Electric Company, Annual Report, 1952.

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  5. Keith, R. J., ‘The Marketing Revolution’, Journal of Marketing (January 1960), pp. 35–38.

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  6. Fullerton, R. A., ‘How Modern is Modern Marketing?’, Journal of Marketing (1988).

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  7. McCarthy E. Jerome, Basic Marketing: A Managerial Approach, Homewood Ill: Unwin, 1960.

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  8. Abbott, L., Quality and Competition, Columbia University Press, 1955.

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Editor information

Michael J. Baker Olivier Badot Ken Bernard Stephen Brown Douglas Brownlie Sara Carter K. C. Chan Bernard Cova Keith Crosier Adamantios Diamantopoulos Bill Donaldson Sean Ennis Pervez Ghauri Susan J. Hart Peter Leeflang Dale Littler Michael C. Mcdermott Lyn Mcgregor Shan Rajagopal Daniel Tixier John Webb

Copyright information

© 1995 Michael J. Baker

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Baker, M.J. (1995). Evolution of the Marketing Concept. In: Baker, M.J., et al. Marketing Theory and Practice. Palgrave, London.

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