CHAPTER 1 One more time: what is merchandise? MICHAEL J. baker The enigma of selling is that it is one of mans oldest activities and and it is regarded as the closely recent of the business disciplines. Michael J. Baker, Marketing: guess and Practice, 1st edn, Macmillan, 1976 Introduction As a discipline, marketing is in the process of transition from an fine art which is practise to a profession with strong theoretical foundations. In doing so it is adjacent closely the precedents set by professions such as medicine, architecture and engineering, all of which gull also been practised for thousands of years and pick out built up a riches of descriptive cultivation concerning the art which has both chronicled and advanced its evolution. At some juncture, however, go on progress demands a transition from exposition to analysis, such as that initiated by Harveys disc overy of the circulation of the blood. If marketing is to get it, too, mustiness make the t ransition from art to use science and develop sound theoretical foundations, mastery of which should give way an natural qualification for practice. Adoption of this proposition is as minacious to some of todays marketers as the establishment of the British health check Association was to the surgeonbarber.
But, today, you would not dream of leaving to a barber for medical advice. Of course, first aid go away(p) still be practised, books on healthy living will feature on the bestsellers list and harmless potions will be bought over the counter in drug stores and pharmacies. This is an amateur legal action analogo us to much of what passes for marketing in B! ritish industry. man thither was no threat of the cancer of competition it magnate have sufficed, but once the Japanese, Germans and now the emerging economies overrun your markets you be going to need much stronger medicine if you are to survive. To do so you must have the courage to facial expression up to the reality that aggressive competition can canvas fatal, quickly; have the...If you want to get a unspoilt essay, separate it on our website: OrderCustomPaper.com
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