Is Marketing Defaulting Its Responsibilities?
探讨营销学科能否在有限范围内履行其广泛机会与要求，回顾其现状，对学者和实践者提出挑战。
Can marketing fulfill the broad opportunities available to it and the demands made upon it, while concentrating on a limited scope of its domain? As a discipline, it has been repeatedly redefined between the contending poles of theory and practice, specialization and generalization, established interests and global expectations. A review of its present status offers a challenge to scholars and practioners alike.