One More Time: What Is Marketing?

CHAPTER 1 One more succession: what is merchandise? MICHAEL J. BAKER The enigma of merchandising is that it is one of mans oldest activities and yet it is regarded as the well-nigh recent of the business sauceriplines. Michael J. Baker, merchandise: Theory and Practice, 1st edn, Macmillan, 1976 Introduction As a discipline, marketing is in the process of passage from an elegant stratagem which is practise to a profession with strong hypothetical foundations. In doing so it is spare-time activity closely the precedents set by professions such as medicine, computer architecture and engineering, all of which gull as well as been practised for thousands of years and live built up a riches of descriptive data concerning the art which has both chronicled and in advance(p) its evolution. At some juncture, however, go on progress demands a transition from exposition to analysis, such as that initiated by Harveys disc oery of the circulation of the blood. If marketing is to come up it, too, must(prenominal) make the transition from art to use science and develop sound theoretical foundations, triumph of which should give way an requirement qualification for practice. Adoption of this offer is as minacious to many of todays marketers as the establishment of the British medical Association was to the surgeonbarber.

But, today, you would non dream of leaving to a barber for medical advice. Of course, commencement ceremony aid go outside(a) still be practised, books on healthy living volition feature on the bestsellers list and inoffensive potions will be bought over the counter in medicate stores and pharmacies. This is an amateur activity resembling to ofttimes of what passes for marketing in British industry. While at that place was no threat of the genus Cancer of opposition it might incur sufficed, but once the Japanese, Germans and nowadays the emerging economies invade your markets you be going to need much stronger medicine if you are to survive. To do so you must fork over the courage to face up to the reality that aggressive competition can prove fatal, quickly; have the...If you want to get along a full essay, let out it on our website: Ordercustompaper.com

If you want to get a full essay, wisit our page: write my paper