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What is marketing

88 Citations1986
Alexis McGhee
Journal of Education and Training

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Abstract

This question is increasingly being raised by companies of all sizes throughout the UK. But why should this be? Marketing has been around for a long time now and has been successfully practised by many companies. What is true, perhaps, is that marketing practice has largely been confined to fast‐moving consumer goods; but this situation is now beginning to change rapidly, particularly in the retailing and service goods sectors.