What is marketing?

Abstract

This question is increasingly being raised by companies of all sizes throughout the UK. But why should this be? Marketing has been around for a long time now and has been successfully practised by many companies. What is true, perhaps, is that marketing practice has largely been confined to fast‐moving consumer goods; but this situation is now beginning to change rapidly, particularly in the retailing and service goods sectors.

Citation

McGhee, A. (1986), "What is marketing?", Education + Training, Vol. 28 No. 2, pp. 41-41. https://doi.org/10.1108/eb017229