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- Title
The Identity Crisis in Marketing.
- Authors
Bartels, Robert
- Abstract
Marketing, which was traditionally a tightly defined discipline, has in recent years become all things to all people. This development has encouraged a proliferation of specialists, in theory and practice, while marketing generalists have sought with difficulty to conceptualize the dimensions of marketing in its broader meaning. Whether marketing is really generic is a question approaching crisis proportions.
- Subjects
MARKETING theory; MARKETING; MARKETING management; MARKETING research; BUSINESS; BUSINESS logistics; MANAGEMENT science; OCCUPATIONS; SPECIALISTS; PROFESSIONS
- Publication
Journal of Marketing, 1974, Vol 38, Issue 4, p73
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250396