Authors and Corporations: | |
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In: | Journal of Marketing, 47, 1983, 4, p. 32-35 |
published: |
SAGE Publications
|
Media Type: | Article, E-Article |
Physical Description: | 32-35 |
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ISSN: |
0022-2429
1547-7185 |
DOI: | 10.1177/002224298304700404 |
published in: | Journal of Marketing |
Language: | English |
Subjects: | |
Collection: | SAGE Publications (CrossRef) |
<jats:p> Can marketing fulfill the broad opportunities available to it and the demands made upon it, while concentrating on a limited scope of its domain? As a discipline, it has been repeatedly redefined between the contending poles of theory and practice, specialization and generalization, established interests and global expectations. A review of its present status offers a challenge to scholars and practioners alike. </jats:p> |