1995 | OriginalPaper | Chapter
Evolution of the Marketing Concept
Author : Michael J. Baker
Published in: Marketing Theory and Practice
Publisher: Macmillan Education UK
Included in: Professional Book Archive
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
In this chapter we seek to provide some answers to the frequently posed question ‘What is marketing?’ We will argue that, essentially, marketing is concerned with exchange relationships between producers and users, suppliers and customers, and will suggest that uncertainty, confusion or misunderstanding as to the scope and nature of this exchange relationship would seem to stem from the fact that all of us have participated in such interchange and have formulated our own interpretation of its nature.