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The Evolution of the Marketing Concept

Author

Listed:
  • Irina Nicolau

    () ("Dimitrie Cantemir" Christian University)

Abstract

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.

Suggested Citation

  • Irina Nicolau, 2013. "The Evolution of the Marketing Concept," Knowledge Horizons - Economics, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 5(3), pages 154-156, September.
  • Handle: RePEc:khe:journl:v:5:y:2013:i:3:p:154-156
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    More about this item

    Keywords

    Marketing concept; American Marketing Association; marketing evolution; European marketing;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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