Marketing pp 135-147 | Cite as

Extending the Marketing Concept

  • Michael J. Baker
Part of the Macmillan Studies in Marketing Management book series (STMM)


To this point we have been concerned with establishing a definition of marketing, with justifying the need for a sound theoretical foundation if the discipline is to grow, and with indicating how marketing has borrowed from other disciplines such as economics and the behavioural sciences in developing such a foundation. In this chapter we examine the extension of marketing thinking beyond the traditional areas with which it is usually associated — the sale of goods and services.


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Notes and References

  1. 1.
    See George Schwartz (ed.), Science in Marketing (New York: Wiley, 1965).Google Scholar
  2. 2.
    An exception to this is William J. Stanton, Fundamentals of Marketing, 4th edn (New York: McGraw-Hill, 1975), and we draw heavily on this source in this section. Another source to be consulted is John M. Rathmell, Marketing in the Service Sector (Cambridge, Mass.: Winthrop, 1974) which contains many useful references.Google Scholar
  3. 3.
    Stanton, Fundamentals of Marketing.Google Scholar
  4. 4.
    Levitt, ‘Marketing Myopia’, Harvard Business Review (July-Aug 1960).Google Scholar
  5. 5.
    Philip Kotier and Sidney J. Levy, ‘Broadening the Concept of Marketing’, Journal of Marketing, vol. 33 (Jan 1969) pp. 10–15.Google Scholar
  6. 6.

Copyright information

© Michael J. Baker and Macmillan Publishers Limited 1976

Authors and Affiliations

  • Michael J. Baker

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