search query: @author Anderson, W. / total: 5
reference: 5 / 5
« previous | next »
| Author: | Anderson, W. |
| Title: | Defining the domain of marketing: three dichotomies |
| Journal: | Marketing and Research Today
1993 : NOV, VOL. 21:4, p. 206-215 |
| Index terms: | MARKETING MODELS RESEARCH |
| Language: | eng |
| Abstract: | Hunt's Three Dichotomies Model is universally accepted as a general paradigm outlining the proper conceptual domain of the marketing concept. But how sufficient is the Three Dichotomies Model for marketing today? Professor Thomas Anderson raises the question in this paper and argues it all the way through without doing an axe job on it. As he puts it so aptly, maybe it's just a matter of a different, increasingly discadent set of drummers leading the way. With the emergence of marketing as a distinct field of intellectual inquiry with an acknowledged body of knowledge its "constituents" have multiplied. |
« previous | next »
SCIMA