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We start by examining the origins of the marketing management framework, the generally accepted paradigm of the marketing discipline for the past three decades then the shifting managerial practice is examined with close emphasis on dissolution of hierarchical bureaucratic structures in favour of networks of buyer ? seller relationships and strategic alliances. Within those new forms of organisation the changing role of marketing is discussed and a reconceptualisation of marketing as a field of study and practice is outlined.
MARKETING AS A SOCIAL AND ECONOMIC PROCESS
The early roots of marketing as an area of academic study can be found beginning around 1910 in Midwestern American land-grant universities...
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