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Marketing: The State of the Art (or Science)?

Today provides almost the perfect moment for exploring the present state of academic marketing at least as far as this is reflected in the textbooks available. A number of elements have come together which may make the early 1980’s a watershed in the progress of marketing education in Britain. These include developments in the discipline itself as well as environmental forces largely outside the direct sphere of influence of the teacher or researcher in marketing. This year (1980) is already conspicuous for the publication of new editions of a