The Proper Scope and Content of Marketing
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Abstract
Marketing should be developed into a behavioural science concerned with the social instruments through which members of society receive their standard of living.
Citation
Arndt, J. (1978), "The Proper Scope and Content of Marketing", Management Decision, Vol. 16 No. 6, pp. 306-320. https://doi.org/10.1108/eb001164
Publisher
:MCB UP Ltd
Copyright © 1978, MCB UP Limited