Marketing under Attack
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.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.Philip Kotier, Marketing Management, 2nd edn (Englewood Cliffs, N.J.: Prentice-Hall, 1972).Google Scholar
- 3.P. A. Samuelson, Economics, 4th edn (New York: McGraw-Hill, 1958).Google Scholar
- 4.Ibid. p. 21.Google Scholar
- 5.D. Meadows et al., The Limits to Growth (London: Earth Island, 1972).Google Scholar
- 6.See his The Waste Markers and The Hidden Persuaders.Google Scholar
- 7.See her Silent Spring (Harmondsworth: Penguin, 1970).Google Scholar
- 8.See his Unsafe at Any Speed.Google Scholar
- 9.From the Financial Times (24 Dec 1974).Google Scholar