Journal of Marketing · 1976 · 534 citations · 0 references
BusinessMarketingMarketing ManagementBusiness-to-business MarketingMarketing StrategyStrategic MarketingDirect MarketingMarketing EthicsMarketing PlanningStrategic Market AnalysisMarketing ConditionsMarketing Objectives Setting
Can a new model of the scope of marketing help resolve the “nature of marketing” and “marketing science” controversies?