TY  - JOUR
AB  - This article attempts to position marketing as an academic and professional discipline. It discusses potential differences between the needs of marketing academics and other marketing professionals with respect to the definition of the subject matter of marketing. The politico‐ideological basis of marketing in a free market economy is seen as an external criterion, which can help to identify the most appropriate concepts for marketing theory building and applied marketing knowledge.
VL  - 3
IS  - 4
SN  - 0263-4503
DO  - 10.1108/eb045720
UR  - https://doi.org/10.1108/eb045720
AU  - Mueller‐Heumann Guenther
PY  - 1985
Y1  - 1985/01/01
TI  - Toward a Professional Concept for Marketing
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 31
EP  - 45
Y2  - 2024/04/19
ER  -