Delineating the Boundaries of Marketing

Reviews briefly the scope of marketing, making the distinction between the definition of marketing and of marketing's domain. Discusses the popular notion of marketing, i.e. marketing is synonymous with selling. Presents an alternative perspective of the core of marketing — the Boundaries of Marketing Model — which it suggests is a useful guide for the delineation of marketing's boundaries. Reveals that the popular notion of marketing is inadequate and that the Boundaries of Marketing Model can guide managers as to what is within their scope.