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By Michael J. Baker

'For the coed at undergraduate and postgraduate point, this e-book needs to develop into the normal connection with rival or exchange Kotler, no longer least since it avoids any American bias and is a smart deal much less expensive.' foreign magazine of ads chosen for the great ebook advisor for company.

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Sample text

It was also during this time that three lines of approach to the analysis of marketing were identified-the institutional, the functional and the commodity approaches. Significant among early contributions to the functional approach are the writings of Shaw, WeId and Cherington. 4 WeId also contributed to the institutional approach, as did Paul H. Nystrom whose Retail Selling and Store Management and The Eeonomies of Retailing did much to elucidate the operation and structural elements associated with retail distribution.

CHAPTER3 The sources 0/ marketing theory Contents INTRODUCTION 33 BASIC SOURCES 34 'BORROWING' AS A BASIS FOR MARKETING THEORY CONTRlBUTIONS TO A THEORY OF MARKETING MARKETING AND OTHER DISCIPLINES The deve/opment of marketing thought 40 Marketing and economics 42 Marketing and the behavioural seien ces 44 Marketing and the management sciences 45 THEORY-THECURRENTSTATUS META THEORY-THE WAY AHEAD? 35 37 39 46 48 Introduction In the preceding chapter we were concerned primarily with defining the nature and function of theory in order to justify our view that a theoretical foundation is essential to the development of any body of knowledge.

When these activities first developed they were essentially based upon the application of skill or technique and characterised as 'arts'. However, with the formulation and statement of asound theoretical base a whole new insight into the activity began to emerge and the transition took place from art to science. However, before going on to consider the nature of the differences between art and science it will be helpful if we delineate three basic requirements which any theorist must satisfy. A basic requirement öf any theory are definitions which state clearly the meaning of the various terms which will be used in that theory.

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