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- W137293572 abstract "As a discipline, marketing is in the process of transition from an art which is practised to a professionwith strong theoretical foundations. In doing so it isfollowing closely the precedents set by professionssuch as medicine, architecture and engineering, allof which have also been practised for thousands ofyears and have built up a wealth of descriptiveinformation concerning the art which has bothchronicled and advanced its evolution. At somejuncture, however, continued progress demands atransition from description to analysis, such as thatinitiated by Harvey’s discovery of the circulation ofthe blood. If marketing is to develop it, too, mustmake the transition from art to applied science anddevelop sound theoretical foundations, mastery ofwhich should become an essential qualification forpractice." @default.
- W137293572 created "2016-06-24" @default.
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- W137293572 date "2008-09-10" @default.
- W137293572 modified "2023-09-24" @default.
- W137293572 title "One more time: what is marketing?" @default.
- W137293572 doi "https://doi.org/10.4324/9780080942544-8" @default.
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