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Purpose
The purpose of this paper is to present memories of Don Dixon in Australia and of his outstanding contribution.
Design/methodology/approach
The paper is based on recollections and personal diaries.
Findings
Don Dixon made a significant contribution to the development of marketing as social discipline in Australia and to the evolution of the concept of a marketing system.
Originality/value
The paper contributes to a reassessment of the role of Don Dixon as an outstanding scholar in the discipline of marketing.
© Emerald Group Publishing Limited
2011
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