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https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/6527
Title: | Marketing Constructs- a Critical Analysis and Theory Construction |
Authors: | Deb Sircar |
Issue Date: | 2006 |
Publisher: | Journal on Management |
Abstract: | The purpose of this paper is to highlight a knowledge gap and conceptualise a knowledge domain in the marketin gcontext . It is argued that marketing as a concept has become a diluted management practice . All the more , it has notbecome a theoretically respected function with in organisations. In most of the cases it is related with only sales. It is foundthat marketing has several interpretations created by marketing authors . However, all these interpretations are notcomplementary to each other. Kotler's multiply marketing concept come close to modern marketing than otherinterp retation . But this concept falls short of methodological explanation. Therefore, a post modern construct is requiredthat takes a relativist position . This concept may involve the whole organisation and direct towards customers.Key Words : Marketing , change, post modern construct, customer satisfaction. |
URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/6527 |
Appears in Collections: | Articles to be qced |
Files in This Item:
File | Size | Format | |
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MARKETING CONSTRUCTS- A CRITICAL ANALYSIS.pdf Restricted Access | 3.65 MB | Adobe PDF | View/Open Request a copy |
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