To this point we have been concerned with establishing a definition of marketing, with justifying the need for a sound theoretical foundation if the discipline is to grow, and with indicating how marketing has borrowed from other disciplines such as economics and the behavioural sciences in developing such a foundation. In this chapter we examine the extension of marketing thinking beyond the traditional areas with which it is usually associated — the sale of goods and services.
Weitere Kapitel dieses Buchs durch Wischen aufrufen
- Extending the Marketing Concept
Michael J. Baker
- Macmillan Education UK
- Chapter 8