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An Empirical Test of the Generic Concept of Marketing The Use of Marketing Positions in the Australian Public Sector

An Empirical Test of the Generic Concept of Marketing The Use of Marketing Positions in the... The generic concept of marketing was first articulated some twenty years ago. It has since become the dominant paradigm in the marketing discipline. The concept has been supported in the literature by extensive reference to case studies. However, no systematic attempt to test the concept as a whole has been reported. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific International Journal of Marketing Emerald Publishing

An Empirical Test of the Generic Concept of Marketing The Use of Marketing Positions in the Australian Public Sector

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7517
DOI
10.1108/eb010247
Publisher site
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Abstract

The generic concept of marketing was first articulated some twenty years ago. It has since become the dominant paradigm in the marketing discipline. The concept has been supported in the literature by extensive reference to case studies. However, no systematic attempt to test the concept as a whole has been reported.

Journal

Asia Pacific International Journal of Marketing – Emerald Publishing

Published: Jan 1, 1993

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