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- Title
Marketing's Coming of Age.
- Authors
Kernan, Jerome B.
- Abstract
Marketing is a maturing discipline. That it is sometimes difficult to recognize as such may be traced to the variety of perspectives used to approach it. This article identifies three such perspectives-- those of managers, critics, and academics. It explains their apparent differences and indicates how they are more complementary than competitive. Recognition of this complementarity is shown to be capable of leading not only to increased order but also to accelerated progress toward marketing maturity.
- Subjects
MARKETING education; CRITICS; INDUSTRIAL management research; MARKETING research; INDUSTRIAL psychology; PERSPECTIVE (Art); MARKETING theory; MARKETING executives; MARKETING strategy; EDUCATION
- Publication
Journal of Marketing, 1973, Vol 37, Issue 4, p34
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224297303700406