MARKETING FUNCTION and LOGISTICS REVISITED: Revised Dual Sub-functional Model Approach
Marketing Definitions: A Glossary of Marketing Terms, compiled by the Committee on Definitions of the American Marketing Association, Ralph S. Alexander, Chairman, Chicago: American Marketing Association, 1960, p.15.
American Marketing Association, “Definition of Marketing,” www. marketingpower.com /AboutAMA /Pages/ definition of Marketing.aspx,2007
Kotler, P., Armstrong, G., Principles of Marketing, 11th edition, Upper Saddle River: Pearson , Prentice Hall, 2005, p.5; Kotler, P., Keller, K.L., Marketing Management, 14th edition, Upper Saddle River, NJ: Pearson , Prentice Hall, 2012, p.27.
Omer Baybars Tek’s definition in Michael R. Hyman Revising, The Structural Framework For Marketing Management, Las Cruces, NM, 2002. An earlier version of this manuscript won the Shaw Award for best paper presented at the 2001 Society for Marketing Advances conference. An abridged version of this manuscript has been accepted for publication in Journal of Business Research; Early on, the 8Ps concept was used by Lovelock, C., Wright, L., in Principles of Services Marketing and Management, 2nd edition, Upper Saddle River, NJ: Pearson , Prentice Hall, 2001, pp.13-15. But the 8Ps concept has been dropped and replaced by 7Ps by the same authors in their latter works, which is more appropriate.
Hoffman, K. D., et.al., Marketing Best Practises, 2nd Edition, Mason, Ohio: Thompson, South-Western, 2003, p.357; Bowersox, D.J., Closs, D.J., Cooper, M.B., Supply Chain Logistics Management, New York: McGraw Hill Irwin, 2002, p.73.
Pride, W.M., Ferrel, O.C., Marketing, Boston, Houghton Mifflin Co., 2002, p.39; Stock, J.R., Lambert, D.M., Strategic Logistics Management, 4th Edition, NY: McGraw Hill Co., 2000, p.20.
Tek, Ö.B., Pazarlama İlkeleri, Yönetimsel Yaklaşım, Türkiye Uygulamaları, Geliştirilmiş 7.baskı, İstanbul: Cem Ofset Matbaacılık Sanayi A.Ş., 1997, pp.60-67. (Tek, Ö.B., Principles of Marketing; Global Managerial Approach, Turkish Applications, 7th edition, İstanbul: Cem Ofset Printing House, 1997, pp.60-67)
Lauterborn, R., New Marketing Litany:4P’s Passe; C Words Take Over, Advertising Age, October 1990, p.26
Bowersox, D.J., Smykay, E.W., Lalonde, B.J., Physical Distribution Management, New York: Macmillan Co., 1968, pp.21-24; McCarthy, E.J., Perrault, W.E., Basic Marketing: A Managerial Approach, 9th edition, Homewood, III.:Richard D.Irwin, Inc., 1987, pp.46-52;Kotler and Keller, op.cit., p.47; Lauterborn., op.cit., p.26; Coyle, J.J., Bardi, E.J., Langley, C.J., The Management of Business Logistics: A Supply Chain Perspective, 7th edition, Mason, Ohio, 2003, pp.43-45.
Pride and Ferrel, op.cit., p.395; Stock and Lambert., op.cit., pp. 7-9.
Jobber, D., Principles and Practises of Marketing, London:McGraw-Hill Co., 1995, p.675.
Pew Internet and American Life Project Survey November-December, 2000, in Kotler and Keller., op.cit,., p. 58.
In many countries as well as in Turkey, probably as a figure of speech in colloquial language, the word “market” is used for all types of retailers such as supermarkets, small retailers, convenience stores, etc. It is probable that this may be a country-specific usage.
Emerson, C.J., Grimm, C.M., Logistics and Marketing Components of Customer Service: An Empirical Test of the Mentzer, Gomes and Krapfel Model, International Journal of Physical Distribution&Logistics Management, 1996, pp.29-42; Emerson, C.J., Grimm, C.M., The Relative Importance of Logistics and Marketing Customer Service: A Strategic Perspective, Journal of Business Logistics, vol. 19 (1), 1998, pp. 18-19; Murphy, P.R., Poist, R.F., Comparative Views of Logistics and Marketing Practitioners Regarding Interfunctional Co-ordination, International Journal of Physical Distribution & Logistics Management, 1996, PP.15-28.
Lewis, R.J., Erickson, L.G., Marketing Functions and Marketing Systems: A Synthesis, Journal of Marketing, Vol. 33, 1969, p.12
Ibid., p. 12.
Bowersox, Closs, and Cooper, op.cit., pp. 68-69.
Adapted from Emerson and Grim, op.cit., p. 29.
Pride and Ferrel, Marketing, Boston; Houghton Mifflin Co., 2002, p. 395.
Murphy and Poist., op.cit., pp.15-16.
Emerson and Grimm., op.cit., p.29; also in Stock and Lambert, op. cit., p.10; Bowersox, Closs and Cooper, op.cit., pp. 73-74.
Mentzer, J.T., Gomes, R. and Krapfel, R.E. Jr, Physical Distribution Service: A Fundamental Marketing Concept?, Journal of the Academy of Marketing Science, Vol. 17 (1), 1989, pp. 53-62. in Emerson and Grimm., op.cit., pp. 29-42.
Emerson and Grimm, op.cit., pp. 29, 30,31.
Christopher, M., Logistics and Supply Chain Management, Financial Times/Pitman, London, 2006, in Bourlakis, M., Melewar, T.C., Marketing Perspectives of Logistics Service Providers Present and Future Research Directions, European Journal of Marketing, vol.45 (3), 2011, pp.300-310.
Svensson, G., Supply Chain Management: The Re-Integration of Marketing Issues in Logistics Theory and Practice, European Business Review, vol. 14 (6), 2002, p.427; Murphy and Poist, op.cit.,pp.15-28.
Lewis, R.J., Erickson, L.G., Marketing Functions and Marketing Systems: A Synthesis, Journal of Marketing, Vol. 33, 1969, pp.12
Svensson, G., Supply Chain Management: The Re-Integration of Marketing Issues in Logistics Theory and Practice, European Business Review, vol. 14 (6), 2002, p.427.
Lewis and Erickson, op.cit., p. 12.
The author’s preferred term.
Lewis, R.J., A Business Logistics Information and Acounting System for Marketing Analysis, Unpublished Doctoral Dissertation, Michigan State University, 1964, pp. 62-63.
Tek, Ö.B.,(Translation) Pazarlama Fonksiyonları ve Pazarlama Sistemlerinin Sentezi, İşletme Fakültesi Dergisi, Cilt 5(2) ,1976; Lewis and Erickson, op.cit.,p.10-14
To the author these are not functions but subfunctions of marketing.
Lewis and Erickson, op.cit.,p.12
McGarry, E.D., Some Functions Marketing Reconsidered, Theory in Marketing, Reavis Cox and Wroe Alderson , Editors, Chicao:Richard D.Irwin Inc., 1950, chap.16, pp.263-279 at p.268; in Lewis and Erickson, op.cit.,p.12.
Waterschoot, W., Bulte, C., The 4P Classification of the Marketing Mix Revisited, Journal of Marketing. Vol. 56, October 1992, pp.83-93
Lewis and Erickson., op.cit., p.12.
Pride and Ferrel, op.cit., p. 395.
Coyle, Bardi and Langley Jr., op.cit., p. 43.
Stock and Lambert, op.cit.,.p.19.
Lewis and Erickson too did not use the term subfunctions for their model.
Tek, Ö.B., Pazarlama İlkeleri ve Uygulamaları, İzmir; Kartal Matbaası, 1990, p.36 (Marketing: Principles and Applications, İzmir; Kartal Printing House, 1990, p.36.)
Grönross, C., Relationship Marketing as Promise Management, in The Sage Handbook of Marketing Theory, ed. by Maclaran, P., Saran, M., Stern, B., Tadajewsky, M. , London; Sage Publications, 2009, p. 404.
Tek, (1990) op.cit., pp. 4-36; Tek., (Principles of Marketing, 1997),op.cit. pp. v- 60.
Shapiro, R.D., Heskett, J.L., Logistics Strategy: Cases and Concepts ,St.Paul, MN; West Publishing Co., 1985, p. 6.
Hoffman, et.al., op.cit., pp. 357-358; Pride and Ferrel, op.cit.,p. 382; Emerson, and Grimm, op.cit., pp. 29-41.
Pride and Ferrel, op.cit., p. 382.
Berry, L., Relationship Marketing of Services-Growing Interest, Emerging Perspectives, Journal of the Academy of Marketing Science, 23(4)
Ibid., p. 382.
Kotler, P. Principles of Marketing, 2nd edition, Englewood Cliffs, New Jersey, Prentice Hall, Inc., 1983, p. 15.
McCarthy, J. Basic Marketing, A Managerial Approach., 1st. ed., Irwin; Homewood, Illinois, 1960; Culliton,A., The Management of Marketing Costs, Division of Research, Harvard Business School, 1948, p.46 in Lazer,W., Marketing Management: Systems Perspective, New York: John Wiley and Sons, 1971, p.16; Tek, O.B., Ozgul, E.,Modern Pazarlama İlkeleri,İzmir, Birleşik Matbaacılık, 2008, p.59.
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