Toward a professional concept for marketing |
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| Authors: | Guenther Mueller‐Heumann |
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| Institution: | Professor of Marketing and Chairman of the Department of Marketing , University of Otago , Dunedin, New Zealand |
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| Abstract: | This paper attempts to position marketing as an academic and professional discipline. It discusses potential differences between the needs of marketing academics and other marketing professionals with respect to the definition of the subject matter of marketing. The political‐ideological basis of marketing in a free market economy is seen as an external criterion which can help to identify the most appropriate concepts for marketing theory building and applied marketing knowledge. |
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