Routinization in marketing
Ian Campbell
(University of Bradford Management Centre, Bradford, UK)
Sherril Kennedy
(University of Bradford Management Centre, Bradford, UK)
249
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
:MCB UP Ltd
Copyright © 1971, MCB UP Limited