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Erschienen in:
1983 | OriginalPaper | Buchkapitel
Evolution of the marketing concept
verfasst von : Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy, Joanna Kinsey, Stephen T. Parkinson
Erschienen in: Marketing
Verlag: Macmillan Education UK
Enthalten in: Professional Book Archive
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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.