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Marketing Theory: A Student Text by Michael J Baker, Michael Saren

By Michael J Baker, Michael Saren

As a comparatively younger, utilized self-discipline, one significant problem for advertising and marketing has been to construct its personal special physique of idea. One challenge for lecturers of the topic is that many scholars locate books on advertising conception dense and tough to persist with. so much are written for lecturers and researchers, no longer for undergraduates and taught postgraduates. the 1st variation of selling idea: A scholar textual content aimed to fill this gap.Building at the approval for the 1st version, released in 2000, Michael J. Baker has teamed up with co-editor Michael Saren to steer an absolutely up to date, moment variation. Tackling the roots of selling idea, and unraveling the numerous impacts and debates that experience come to outline the self-discipline, this ebook is a must have scholar text.Bringing jointly new and unique chapters, including up to date seminal chapters from the preferred past variation, advertising and marketing idea, A scholar textual content, moment variation is an authoritative creation to the crucial topics of the self-discipline.

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Building upon the work of Frisch (1933), Von Stackelberg (1939), Kjaer-Hansen (1945) and Rasmussen (1955), Gosta Mickwitz observed: When empirically based works on marketing mechanisms show that the enterprise uses a number of different parameters markedly distinct from each other, the theory of the behaviour of the enterprise in the market will be very unrealistic if it is content to deal only with ... [a few] ... of them. We have therefore tried throughout to pay attention to the presence of a number of different methods which firms employ to increase their sales.

By solving immediate operating problems, the latter would permit marketing academics to concentrate on the more fundamental problems underlying them. This would also liberate marketing practitioners from ‘fire-fighting’ activities in order to concentrate on anticipating and avoiding marketing problems in an increasingly complex business world. The need for marketing theory is now largely accepted (Kerin, 1996). In order to summarize all the arguments put forward above, they can be grouped into four main categories – practical, knowledge, academic and intellectual needs.

However, the concept of the marketing mix is more seriously flawed. ) 01-Baker & Saren-4011-CH-01 (Sec-A):Baker & Saren-4011-CH-01 16 24/02/2010 6:31 PM Page 16 OVERVIEW OF MARKETING THEORY A second deficiency is that while McCarthy recognized the interactive nature of the four Ps, ‘the model itself does not explicitly include any interactive elements. Furthermore, it does not indicate the nature and scope of such interactions’ (Grönroos, 1994). However, perhaps the major deficiency of the four Ps approach is that it defines marketing as a functional activity in its own right and so creates the potential for conflict with other functional areas, discourages persons from becoming involved in marketing because it is the preserve of the marketing department, and, as a result, can frustrate or compromise the adoption of the marketing concept.

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