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Marketing is not dead: a response to “Elegy on the death of marketing”

Patrick McCole (Department of Marketing, University of Otago, Dunedin, New Zealand)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 November 2004



Discusses the death of marketing and provides evidence to the contrary that marketing is far from dead – or dying. Discusses the implications of the role of marketing both in the online and offline world. Accepts that marketing may be in need of realignment to reflect contemporary marketing practices.



McCole, P. (2004), "Marketing is not dead: a response to “Elegy on the death of marketing”", European Journal of Marketing, Vol. 38 No. 11/12, pp. 1349-1354.



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Copyright © 2004, Emerald Group Publishing Limited

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