tailieunhanh - The Nature and Scope of Marketing

During the last decade consumer groups, parents and teachers’ bodies, and public health advocacy organisations have called for greater control on the marketing of foods and beverages to children. A number of authoritative reports have highlighted the need to restrict such marketing to ensure that children are not unduly influenced to consume foods high in fats, sugar and salt. A 2009 review of regulations (the PolMark study1) suggested that successful regulation required government leadership with specified timelines and clear, measurable objectives. In 2010 the World Health Assembly passed a Resolution which urged member states to introduce controls on the marketing of foods and beverages to children, and issued. | The Nature and Scope of Marketing Hunt Shelby D. Journal of Marketing pre-1986 Jul 1976 40 000003 ABI INFORM Global pg. 17 Shelby D. Hunt The Nature and Scope of Marketing Can a new model of the scope of marketing help resolve the nature of marketing and marketing science controversies During the past three decades two controversies have overshadowed all others in the marketing literature. The first is the Is marketing a science controversy sparked by an early JOURNAL OF MARKETING article by Converse entitled The Development of a Science of Marketing. Other prominent writers who fueled the debate included Bartels Hutchinson Baumol Buzz ell Taylor and After raging throughout most of the 50s and 60s the controversy has since waned. The waning may be more apparent than real however because many of the substantive issues underlying the marketing science controversy overlap with the more recent nature of marketing broadening the concept of marketing debate. Fundamental to both controversies are some radically different perspectives on the essential characteristics of both marketing and science. The purpose of this article is to develop a conceptual model of the scope of marketing and to use that model to analyze 1 the approaches to the study of marketing 2 the nature of marketing controversy and 3 the marketing science debate. Before developing the model some preliminary observations on the controversy concerning the nature of marketing are appropriate. 1. Paul D. Converse The Development of a Science of Marketing JOURNAL OF MARKETING Vol. 10 July 1945 pp. 14-23. 2. Robert Bartels Can Marketing Be a Science JOURNAL OF MARKETING Vol. 15 January 1951 pp. 319-328 Kenneth D. Hutchinson Marketing as a Science An Appraisal JOURNAL OF MARKETING Vol 16 January 1952 pp. 286-293 w. J. Baumol On the Role of Marketing Theory JOURNAL OF MARKETING Vol. 21 April 1957 pp. 413 419 Robert D. Buzzell Is Marketing a Science Harvard Business Review Vol. 41 January-February 1963 .