Business, Management and Accounting
8 years ago

Functionist Approach Redefines Marketing Exchanges for All Organizations

Developments in marketing science: proceedings of the Academy of Marketing Science
The Functionist Approach to Marketing: A Foundation for Defining Marketing Exchanges
Robert D. Tamilia, C. Anthony Di Benedetto

Paper Summary

Related papers

Theme background image
Environmental Science
a year ago

Unlocking Market Success: The Power of Marketing Research Strategies

Development Assessment
Climate Impact
Regional Development
3 views
Business, Management and Accounting
2 years ago

New framework revolutionizes value-creating marketing activities within firms and stakeholders.

Brand Consumption
Service-Dominant Logic
Management Education
1 view
Business, Management and Accounting
4 years ago

Marketing Mix Paradigm Fosters Toolbox Thinking, Relationship Marketing Emerges as Future

Coopetition
Customer Relationships
Innovation Management
2 views

The article discusses how marketing is seen as an exchange of goods or services. It introduces the concept of "functionism" to show that all organizations perform marketing tasks. This helps to separate marketing activities from other tasks within an organization.