The changing role of marketing in the corporation

Article, Published by: American Marketing Association ,The Journal of Marketing Vol. 56, No. 4 (Oct., 1992), pp. 1-17 The purpose of this paper is to outline both the intellectual and the pragmatic roots of changes that are occurring in marketing, especially marketing management, as a body of knowledge, theory, and practice, and to suggest the need for a new paradigm of the marketing function within the firm. Вебстер Ф., мл. Изменение роли маркетинга в корпорации (на английском языке)