The Evolution of the Marketing Concept
Definitions are part of marketing management texts and courses; however, some representatives of the social and humanistic sciences tend to regard them cautiously. The simple definition of a process is a discipline in itself (Heilbrun, 1996), which leaves open a lot of alternatives. The concern that marketing definitions could be contested can be quickly dispelled if we refer to the fact that it is an academic field, at the same time the concern for defining this field persisted over approximately 80 years.
Volume (Year): 5 (2013)
Issue (Month): 3 (September)
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