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Routinization in marketing

Ian Campbell (University of Bradford Management Centre, Bradford, UK)
Sherril Kennedy (University of Bradford Management Centre, Bradford, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 March 1971

Abstract

Points to some directions for marketing to go in order to improve upon salesmanship. Looks at how marketing as a discipline is taught in business schools and stresses the importance of defining its key concept. Suggests that systemization and structure are key tools of marketing, and, allied with the right training approach, will prove the improvements required in this field.

Keywords

Citation

Campbell, I. and Kennedy, S. (1971), "Routinization in marketing ", European Journal of Marketing, Vol. 5 No. 3, pp. 83-93. https://doi.org/10.1108/EUM0000000005161

Publisher

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MCB UP Ltd

Copyright © 1971, MCB UP Limited