Marketing's Domain: A Critical Review of the Development of the Marketing Concept

Peter J. Graham

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Marketing and Advertising Strategies Management Theory and Practice Management and Organizational Studies

Abstract

The development of the marketing concept is critically reviewed. Marketing as a discipline is traced from its origins as a business activity to its contemporary position as a generic activity applying to all types of organisations and exchange transactions. In such a broadened domain, the centrality of the customer is questioned as is the nature and extent of the exchange process that takes place. The paper concludes that if the problems addressed by marketing are so universal, if the discipline is now to be seen as so generic, then it may well lose its separate identity.

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2000Marketing management: analysis. planning. implementation and control 1973Marketing Management: Analysis, Planning and Control 1971Social Marketing: An Approach to Planned Social Change 1969Broadening the Concept of Marketing 1975Marketing as Exchange 1972A Generic Concept of Marketing 1951Merchandising Commodities and Citizenship on Television 1981Problems and Challenges in Social Marketing

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