An Empirical Test of the Generic Concept of Marketing: The Use of Marketing Positions in the Australian Public Sector

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