Abstract
The conventional view of marketing as somehow adding to the work of manufacturing is rooted in the concept of production as the creation of material attributes. A view of marketing as an integral part of a productive process generating “bundles of utilities” has a long history in economic analysis. This approach offers several advantages for marketing thought.
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Dixon, D.F. Marketing as production: The development of a concept. JAMS 18, 337–343 (1990). https://doi.org/10.1007/BF02723919
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DOI: https://doi.org/10.1007/BF02723919