Marketing pp 148-159 | Cite as

Marketing under Attack

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


As indicated in the ‘Preface’, the thrust of this book has been concerned with establishing the need for a sound theoretical foundation on which to develop a discipline of marketing while recognising that the function and practice are of considerable antiquity. Based upon this argument we examined in Part 2 specific sub-areas within marketing to show how these had grown by borrowing concepts and ideas from other disciplines and then synthesising and developing these in a marketing context. And, in the preceding chapter, we reviewed the arguments in favour of extending the marketing concept into areas not traditionally associated with it — services and the outputs or ‘products’ of non-profit associations.


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Notes and References

  1. 1.
    This chapter draws heavily upon an article first published in Industrial Advertising and Marketing (Spring 1975) and thanks are extended to the editor for permission to reproduce this material.Google Scholar
  2. 2.
    Philip Kotier, Marketing Management, 2nd edn (Englewood Cliffs, N.J.: Prentice-Hall, 1972).Google Scholar
  3. 3.
    P. A. Samuelson, Economics, 4th edn (New York: McGraw-Hill, 1958).Google Scholar
  4. 4.
    Ibid. p. 21.Google Scholar
  5. 5.
    D. Meadows et al., The Limits to Growth (London: Earth Island, 1972).Google Scholar
  6. 6.
    See his The Waste Markers and The Hidden Persuaders.Google Scholar
  7. 7.
    See her Silent Spring (Harmondsworth: Penguin, 1970).Google Scholar
  8. 8.
    See his Unsafe at Any Speed.Google Scholar
  9. 9.
    From the Financial Times (24 Dec 1974).Google Scholar

Copyright information

© Michael J. Baker and Macmillan Publishers Limited 1976

Authors and Affiliations

  • Michael J. Baker

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