Marketing's evolving identity: Defining our future

被引：65

作者：

Lusch, Robert F. ^{[1
]}

机构：

[1] Univ Arizona, Eller Coll Management, Tucson, AZ 85721 USA

来源：

JOURNAL OF PUBLIC POLICY & MARKETING | 2007年 / 26卷 / 02期

关键词：

D O I：

10.1509/jppm.26.2.261

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Marketing thought and practice has evolved over the past 100 years from a philosophy of taking things to market to a philosophy of market(ing) to customers and, increasingly today, to a philosophy of market(ing) with customers. The author discusses the evolution of these philosophies and their influence on how the American Marketing Association has defined marketing.

引用

页码：261 / 268

页数：8