One of the most persistent problems of marketing has been the question of what is meant by ‘marketing’. In the fifties and sixties discussion focused on the alleged scientific character of marketing. “Is marketing an art or a science?” was the principal question of the day [14], [5], [28]. This preoccupation with the procedures and the conceptual framework of marketing was followed by an eager interest in the contributions which clarification of marketing concepts could make to attaining the objectives of (...) marketing managers. Managerial marketing and management science in marketing are the results of this identification of marketing with the objectives of its managerial users [16], [25]. More recently the emphasis has switched from procedures, conceptual framework, and objectives to the problem of the proper boundaries of marketing [19], [23], [18]. (shrink)