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Marketing Reality: The Sole End and Purpose of Production is Consumption

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 April 1991



A personal selection of essays written by a marketing professional in the last decade is presented. The application of marketing thought to a broad range of issues where it is not always applied is the general theme of the collection. The view is taken that corporate vision must ultimately be based on what the market wants and needs, rather than on what business education academe believe is best for it. The wide range of essays illustrate a restless dissatisfaction with much marketing education philosophy of the last 20 years. This dissatisfaction is shown to have contributed to the author′s embrace of the business education philosophy known as action learning and to the development of an independent management education centre which has realigned the direction of business education, and organisational training and development.



Wills, G. (1991), "Marketing Reality: The Sole End and Purpose of Production is Consumption", European Journal of Marketing, Vol. 25 No. 4, pp. 9-26.




Copyright © 1991, MCB UP Limited

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