An Empirical Test of the Generic Concept of Marketing: The Use of Marketing Positions in the Australian Public Sector
Asia Pacific International Journal of Marketing
ISSN: 0954-7517
Article publication date: 1 January 1993
Abstract
The generic concept of marketing was first articulated some twenty years ago. It has since become the dominant paradigm in the marketing discipline. The concept has been supported in the literature by extensive reference to case studies. However, no systematic attempt to test the concept as a whole has been reported.
Citation
Graham, P. (1993), "An Empirical Test of the Generic Concept of Marketing: The Use of Marketing Positions in the Australian Public Sector", Asia Pacific International Journal of Marketing, Vol. 5 No. 1, pp. 63-74. https://doi.org/10.1108/eb010247
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited