The Marketing Functions in the Framework of the Integrative Marketing Concept

Abstract

Contends that economic activities constitute a fundamental field of activity of human society. States that polarity between economy and society means these extremes cannot be realized because new syntheses – generally accepted for a shorter or longer – period have to be found again and again. Differentiates between areas of utilisation as part of life and the economy as a supply system ending with the withdrawal of objects, does not exclude the fact that it draws on desires, experiences, and users' problems of good direction. Confirms that economy as a field of human activity is organised as a combine of individual economic subjects/optional organisational formed by these subjects regarding preparation of means and supply of objects. Draws on the use of figures using matrixes to explain various functions in major and partial functions and discusses related terms in depth, with regard to marketing. Chronicles that results were more complicated than could be expected from the topic, but that it remains to be clarified where the specialization marketing has a functional‐systematic place.

Citation

Meyer, P.W. (1980), "The Marketing Functions in the Framework of the Integrative Marketing Concept", European Journal of Marketing, Vol. 14 No. 1, pp. 61-74. https://doi.org/10.1108/EUM0000000004895