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- W2106592607 abstract "The development of the marketing concept is critically reviewed. Marketing as a discipline is traced from its origins as a business activity to its contemporary position as a generic activity applying to all types of organisations and exchange transactions. In such a broadened domain, the centrality of the customer is questioned as is the nature and extent of the exchange process that takes place. The paper concludes that if the problems addressed by marketing are so universal, if the discipline is now to be seen as so generic, then it may well lose its separate identity." @default.
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- W2106592607 title "Marketing's Domain: A Critical Review of the Development of the Marketing Concept" @default.
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