The marketing function is potentially a stumbling block to joint ventures between the East and West because marketing … decision maker who determines what products will be made and how they will go to market. Several useful paradigms of marketing … discuss the marketing function and the various goals served by it. By being aware of these differing orientations, marketing …

The generally accepted means of implementing the marketing concept is the model of the marketing mix (or the 4Ps). But … on consumer packed‐goods and durables. Recent European research in the areas of industrial and services marketing has … revealed both the inadequacy of the old model and the basis for a new definition of marketing. This is geared to what the …

architectural service providers. Reports the findings of a study which has examined the role of marketing in these firms. The … results suggest that firms are beginning to accept marketing as a legitimate management activity, but reveals, further, that … some of the “trappings” of marketing prevail where certain firms have failed to address the more “substantive” elements of …

Since Shapiro’s vexed question, “What the hell is market‐orientated?” several marketing scholars have revamped their …