Marketing's Domain

Abstract

Challenges the emerging exchange paradigm of marketing, by critically examining the current extension of marketing thought on the subject. Suggests that the concept of exchange when applied to many managerial problems associated with social or non‐business marketing. Concludes that the concept of marketing as a process of “matching” — aligning the relationships between organizations and/or individuals — may provide a more coherent framework for any extended concept of the marketing function and marketing‐oriented management.