A useful scope for marketing

Abstract

The debate over the nature and scope of marketing is far from settled, but the desire for change among marketers is apparent. It is urgent that marketers determine what the scope of their field should become as a necessary first step in developing an adequate definition. The effort so far has been somewhat haphazard with a variety of authors-extolling the virtues of their viewpoint. This article represents an attempt to add order to the search for a useful scope for marketing. To achieve this purpose, four norms are developed which seem suitable for testing the scope and definition of marketing. They include the level of abstraction norm, the norm of correspondence, the pragmatic norm, and the norm of simplicity. These four norms are first used to test two extreme positions and then to test a third compromise definition of marketing.