... Emerald Group Publishing Limited 2016 Relationship marketing Marketing concept Macromarketing Consumer conceptualisations Marketing history The consumer is visualized as being a king […]. He is considered as being at the apex of the marketing system. He calls forth supplies...

... scholars, courses, literature and ideas. © Emerald Group Publishing Limited 2015 British marketing education History of thought Marketing history University of Birmingham William James Ashley At the turn of the twentieth century, England had one of the largest, most developed...

... benefit versus purpose Perspective Marketing history Logic United States of America United Kingdom This article is a response to the Lusch and Vargo defense of their service‐dominant perspective against our criticism in the European Journal of Marketing. Their claim is that our...