Abstract
It is generally accepted among marketing men that their discipline depends heavily upon the economic and behavioural sciences for its theoretical foundations. Because of this dependency it has been suggested that the development of a new discipline of marketing is superfluous in that its subject matter could easily be dealt with within one or other of the disciplines from which it has developed. Naturally, marketers tend to be unsympathetic towards this point of view, and can find considerable support for their lack of sympathy in the subject matter of this book — the product, and product planning and policy.
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Notes and References
Maslow proposes that human needs exist on a number of levels ranked in order of priority, viz. Physiological, Safety, Belongingness and Love, Esteem and Status, Self-actualisation. Each level of need must be satisfied prior to the one below it in the hierarchy. Abraham H. Maslow, Motivation and Personality (New York: Harper & Row, 1954).
Laurence Abbot, Quality and Competition (New York: Columbia University Press, 1955) p. 9.
Joan Robinson, The Economics of Imperfect Competition (London: Macmillan, 1932)
Edward Chamberlin, The Theory of Monopolistic Competition (Cambridge, Mass.: Harvard University Press, 1933).
M. J. Baker, Marketing New Industrial Products (London: Macmillan, 1975).
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© 1976 Michael J. Baker and Ronald McTavish
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Baker, M.J., McTavish, R. (1976). The Product in Theory and Practice. In: Product Policy and Management. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-15655-9_1
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DOI: https://doi.org/10.1007/978-1-349-15655-9_1
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-19288-7
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