Stages in the Evolution of Marketing as a Discipline
Marketing is, essentially, an activity pertaining to the enterprise, which involves planning and execution of the marketing mix for ideas, products and services in an exchange that not only meets the current needs of the consumer, but also participates and creates future needs that will bring profit. As a discipline, marketing has started to develop about 100 years ago, even at the beginning of the twentieth century. Throughout this period, it went through major changes, the field developing aspects both theoretical and practical that reach much further and much deeper than one might think. According to the 100 years as an academic discipline, marketing studies have been characterized over time by many styles and approaches.
Volume (Year): 6 (2014)
Issue (Month): 2 (June)
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- Philip Kotler, 1965. "Competitive Strategies for New Product Marketing Over the Life Cycle," Management Science, INFORMS, vol. 12(4), pages B104-B119, December.
- Skålén, Per & Fellesson, Markus & Fougère, Martin, 2006. "The governmentality of marketing discourse," Scandinavian Journal of Management, Elsevier, vol. 22(4), pages 275-291, December.
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