Abstract
Many practitioners believe that marketing practice should be viewed as a profession. Similarly, many marketing academics argue that marketing should be taught and researched as a professional discipline. This article develops a "responsibilities framework" that can be used to explore how marketing should be defined if it is to be viewed as a profession.
Original language | English |
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Pages (from-to) | 277-283 |
Number of pages | 7 |
Journal | Journal of Public Policy and Marketing |
Volume | 26 |
Issue number | 2 |
DOIs | |
State | Published - 2007 |