A long perspective on marketing

Marketing is as old as business, but the discipline of marketing only emerged in the last century. Today, marketing differs less than the perspectives academics take on it. It is also context dependent: the product, be it goods, services or service, may have only a small impact on the fundamental logic of marketing. Choice and complexity are influencing practice, as is the pressure for accountability, and pressures for cash flow are also changing the way we understand marketing. This article seeks to draw out the fundamental logic of marketing and separate it from contextual and relativist perceptions.

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