Marketing communication: principles and practice

Customer
The person who makes the purchase
Managerial orientation
Clearly understood relating of clearly purposeful 
actions and decisions in the coordination of 
resource use 
Organizational function
The bringing about of a state or condition of being 
organized
Figure 1.3
The essential aspects of marketing as exchange

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MARKETING AS A MANAGEMENT TECHNOLOGY:
MICRO-MARKETING
The origins of macro-marketing (Fisk, 1986; Sheth 
et al
., 1988) in social
imperatives have been somehow nudged aside as the micro-economic
(managerial) foundations have taken a firm grip on most managers’ thinking
in the past 30 years or so.
A major review of marketing literature by Sheth 
et al
. (1988) produced a
classification of marketing theory that reveals a range of foci. An overview is
now given to highlight some alternative paradigms. Table 1.1 summarizes
the focus of each of the various schools of thought, with particular comment
on those ways of imagining marketing that have direct interest to business
enterprise management. Note that the most prevalent ‘micro-marketing’
perspective differs from that of consumer behaviour, and is but one way of
seeing marketing.
Sheth 
et al
. (1988) additionally classified these twelve schools of marketing
theory into four dimensions:
1
The economic dimension
recognizes that actions may be driven by
economic values, is normative in nature, and is derived from economic
theory.
2
The non-economic dimension
considers the social and psychological
factors influencing the respective behaviours of the buyer and seller, is
descriptive, and is derived from an anthropological perspective.
3