The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.

The Role of Marketing and the Firm

The role of marketing and the firm

The role of marketing and the firm has been evolving for almost a century, ever since marketing was first recognized as a distinct activity. Putting marketing within the context of the firm is a fairly recent development from an historical perspective. Prior to that, it was regarded as a socioeconomic process taking place within markets, not firms. It was identified as a distinct management function in the 1920s, and since then has experienced continued elaboration as both management practice and academic discipline. Most recently, the idea of marketing as a separate management function is being challenged and modified dramatically by a new conceptualization of marketing as a set of organizational processes that ...

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