One more time: what is merchandise?
MICHAEL J. BAKER
The enigma of selling is that it is one of mans oldest activities and yet it is regarded as the closely recent of the business disciplines. Michael J. Baker, Marketing: Theory and Practice, 1st edn, Macmillan, 1976
Introduction
As a discipline, marketing is in the process of transition from an fine art which is practise to a profession with strong theoretical foundations. In doing so it is following closely the precedents set by professions such as medicine, architecture and engineering, all of which gull also been practised for thousands of years and have built up a riches of descriptive information concerning the art which has both chronicled and advanced its evolution. At some juncture, however, continued progress demands a transition from exposition to analysis, such as that initiated by Harveys disc overy of the circulation of the blood. If marketing is to develop it, too, must make the transition from art to use science and develop sound theoretical foundations, mastery of which should give way an essential qualification for practice. Adoption of this proposition is as minacious to many of todays marketers as the establishment of the British Medical Association was to the surgeonbarber.
But, today, you would not dream of leaving to a barber for medical advice. Of course, first aid go away still be practised, books on healthy living volition feature on the bestsellers list
and harmless potions will be bought over the counter in drug stores and pharmacies. This is an amateur activity analogous to much of what passes for marketing in British industry. While thither was no threat of the cancer of competition it might have sufficed, but once the Japanese, Germans and now the emerging economies invade your markets you be going to need much stronger medicine if you are to survive. To do so you must have the courage to face up to the reality that aggressive competition can prove fatal, quickly; have the...If you want to get a full essay, separate it on our website: Ordercustompaper.com
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