Marketing and Distribution are not Separate Available to Purchase

At the three‐quarter point in a century of social and economic development in which marketing has played a major role, it is timely to consider the direction which its further evolution may take. The discipline emerged from economic theory to deliver the material products of the world's highest standard of living. The challenges ahead for it may be even greater than those of the past. At this time, however, a tendency to fragment marketing into “marketing” and “distribution” compels concern for whether the full potential of either can be achieved if such separation does occur, either in theory or in fact.