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The Functionist Approach to Marketing: A Foundation for Defining Marketing Exchanges

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Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference

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Abstract

Marketing as exchange is reviewed in the context of broadened marketing as presented during the 1970s. “Functionism" is presented as a framework which presents exchange in its proper historical place as part of a function in the marketing process. The conclusion is that all organizations are involved in the performance of marketing functions. The concept of functionism permits the delineation of those organizational (and individual) tasks which are marketing from those which are not.

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Author information

Authors and Affiliations

  1. Université du Québec à Montréal, Blackburg, USA

    Robert D. Tamilia

  2. University of Kentucky, Blackburg, USA

    C. Anthony di Benedetto

Authors
  1. Robert D. Tamilia
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  2. C. Anthony di Benedetto
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Editor information

Editors and Affiliations

  1. Virginia Tech, Blackburg, Virginia, USA

    Kenneth D. Bahn

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Tamilia, R.D., di Benedetto, C.A. (2015). The Functionist Approach to Marketing: A Foundation for Defining Marketing Exchanges. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_58

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