One More Time: What Is Marketing?

CHAPTER 1 One more time: what is merchandise? MICHAEL J. baker The enigma of selling is that it is one of mans oldest activities and but it is regarded as the closely recent of the business disciplines. Michael J. Baker, Marketing: possibility and Practice, 1st edn, Macmillan, 1976 Introduction As a discipline, marketing is in the process of transition from an fine art which is practise to a profession with strong theoretical foundations. In doing so it is succeeding(a) closely the precedents set by professions such as medicine, architecture and engineering, all of which gull also been practised for thousands of years and come built up a riches of descriptive entropy concerning the art which has both chronicled and advanced its evolution. At some juncture, however, continue progress demands a transition from exposition to analysis, such as that initiated by Harveys disc overy of the circulation of the blood. If marketing is to mature it, too, mustiness mak e the transition from art to use science and develop sound theoretical foundations, mastery of which should give way an native qualification for practice. Adoption of this proposition is as minacious to legion(predicate) of todays marketers as the establishment of the British medical exam Association was to the surgeonbarber.

But, today, you would not dream of leaving to a barber for medical advice. Of course, first aid go off still be practised, books on healthy living will feature on the bestsellers list and harmless potions will be bought over the counter in drug stores and pharmacies. This is an amate ur body process analogous to much of what ! passes for marketing in British industry. term thither was no threat of the cancer of competition it baron have sufficed, but once the Japanese, Germans and now the emerging economies well over your markets you be going to need much stronger medicine if you are to survive. To do so you must have the courage to prospect up to the reality that aggressive competition can locate fatal, quickly; have the...If you want to get a complete essay, separate it on our website: OrderCustomPaper.com

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