Record Details

A Reappraisal on Marketing Definition and Marketing Theory

Journal of Eastern European and Central Asian Research

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Field Value
 
Title A Reappraisal on Marketing Definition and Marketing Theory
 
Creator Liu, Ran; Old Dominion University
 
Subject Marketing
Marketing, definition, theory, paradigm, science
 
Description This study examines the definition of marketing and different marketing theories for academic research based on historical literature review. After a comprehensive review on different approaches on marketing definition, the paper gives its own description of marketing, with a highlight on value creation and exchange. The paper also attempts to discuss the possibility that a potential new paradigm of marketing as a science by a value creation theory, which focus on the new role of marketing in value creation during the traditional transaction exchange, with a suggestion that the impact of marketing maybe underestimated.
 
Publisher Institute of Eastern Europe and Central Asia
 
Date 2017-11-25
 
Type info:eu-repo/semantics/article
Peer-reviewed Articles
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier http://ieeca.org/journal/index.php/JEECAR/article/view/170
10.15549/jeecar.v4i2.170
 
Source Journal of Eastern European and Central Asian Research (JEECAR); Vol 4, No 2 (2017): Journal of Eastern European and Central Asian Research; 7
 
Language eng
 
Relation http://ieeca.org/journal/index.php/JEECAR/article/view/170/pdf
 
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