A responsibilities framework for marketing as a professional discipline

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21 Scopus citations

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 languageEnglish
Pages (from-to)277-283
Number of pages7
JournalJournal of Public Policy and Marketing
Volume26
Issue number2
DOIs
StatePublished - 2007

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