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Explanations of Marketing: Evolving, Changing or Competing?

In: The New Global Marketing Reality

Author

Listed:
  • Richard Brookes
  • Roger Palmer

Abstract

This chapter seeks briefly to show how and why marketing has become an important business discipline. Towards the end of the twentieth century marketing experienced something of a reversal in popularity and esteem as a business function, with questions being asked as to the value of the contribution that marketing could make to business success. The classically successful approach to marketing, that which initially established it as a vital and perhaps even fashionable strategic tool, seemed to lose focus and application.

Suggested Citation

  • Richard Brookes & Roger Palmer, 2004. "Explanations of Marketing: Evolving, Changing or Competing?," Palgrave Macmillan Books, in: The New Global Marketing Reality, chapter 0, pages 45-70, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50857-6_3
    DOI: 10.1057/9780230508576_3
    as

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