Abstract
The author takes a lighthearted look at one aspect of marketing theory that has been confused by the transfer of language habits from conversational usage to theoretical exposition. A suggested clarification is offered which the author feels might help ameliorate the negative societal image of marketing efforts, or, at least, reduce the incidence of the charge that "marketers make people want things they don’t need."
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Merenski, J.P. (2015). A Suggestion for Formal Language Development in Marketing Education. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_29
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DOI: https://doi.org/10.1007/978-3-319-16943-9_29
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16942-2
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