Marketing's evolving identity: Defining our future

Robert F. Lusch

doi:10.1509/jppm.26.2.261

Marketing's evolving identity: Defining our future

Robert F. Lusch

Marketing

Research output: Contribution to journal › Review article › peer-review

98 Scopus citations

Abstract

Marketing thought and practice has evolved over the past 100 years from a philosophy of taking things to market to a philosophy of market(ing) to customers and, increasingly today, to a philosophy of market(ing) with customers. The author discusses the evolution of these philosophies and their influence on how the American Marketing Association has defined marketing.

Original language	English (US)
Pages (from-to)	261-268
Number of pages	8
Journal	Journal of Public Policy and Marketing
Volume	26
Issue number	2
DOIs	https://doi.org/10.1509/jppm.26.2.261
State	Published - 2007

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

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10.1509/jppm.26.2.261

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abstract = "Marketing thought and practice has evolved over the past 100 years from a philosophy of taking things to market to a philosophy of market(ing) to customers and, increasingly today, to a philosophy of market(ing) with customers. The author discusses the evolution of these philosophies and their influence on how the American Marketing Association has defined marketing.",

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Marketing's evolving identity: Defining our future

Abstract

ASJC Scopus subject areas

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