Marketing under Attack

Abstract

As indicated in the ‘Preface’, the thrust of this book has been concerned with establishing the need for a sound theoretical foundation on which to develop a discipline of marketing while recognising that the function and practice are of considerable antiquity. Based upon this argument we examined in Part 2 specific sub-areas within marketing to show how these had grown by borrowing concepts and ideas from other disciplines and then synthesising and developing these in a marketing context. And, in the preceding chapter, we reviewed the arguments in favour of extending the marketing concept into areas not traditionally associated with it — services and the outputs or ‘products’ of non-profit associations.

This chapter draws heavily upon an article first published in Industrial Advertising and Marketing (Spring 1975) and thanks are extended to the editor for permission to reproduce this material.