The Development of Professionalism As An Issue in British Marketing

Examines the history of professionalism as an issue in British marketing. Investigates attempts made to establish professional attributes in British marketing and the model of professionalism adopted. Looks at limits placed on the progression of marketing with regard to professionalism. States that the ideal typical model of professionalism has never been a valid framework for marketing, in that the structural bases of the occupation are of a different order and require individual analysis.