Retail Marketing within the Airport Environment

Abstract

Marketing is not new — despite the efforts of some to place marketing as a profoundly 20th century experience, others such as Brown (1995), have charted the development of marketing activity as far back as classical and pre-Hellenic Greece. The contribution (!) that academia has made to marketing thought remains more recent however. As Brown (1995) maintains, it was Drucker (1954) who first highlighted the pivotal importance of the consumer in the successful development of a business and who drew the distinction between the sales and the marketing function.