This book attempts to relate the two disciplines of marketing and economics. Marketing is a task-oriented discipline. The task of the marketing manager is to structure the relations between his firm and its customers so as to further the achievement of the firm’s business aims. Marketing, as a subject of study, aims to improve the marketing manager’s efficiency in doing this job. Economics, although often used in a task-oriented way, is not defined in such a way. Economics is the study of the satisfaction of wants through the use of scarce resources. It analyses the processes and consequences of this want-satisfaction in a scientific manner.
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