Introduction It is noticeable that most management training and education incorporates an element of marketing studies in one form or another. This is true for business studies degrees and diplomas, for post‐graduate management degrees and diplomas, and for professional studies. It may be in need of particular justification, since it is often the case that it is easier to see the link between topics such as management accounting and functions such as production or personnel, than the relationship with marketing, which seems a rather different type of business discipline. In fact, this problem is complicated further by the changing nature of marketing itself, since views on the role of marketing in the company have changed radically in most companies in the last two decades.
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