A Purchasing Perspective of the Universal Marketing Functions

Journal of Marketing Management, Vol. 16, No. 2, 107-115, 2006

10 Pages Posted: 5 May 2010

See all articles by Jon Hawes

Jon Hawes

affiliation not provided to SSRN

Thomas L. Baker

Clemson University

Michael F. d'Amico

University of Akron - Department of Marketing

Date Written: 2006

Abstract

Economic exchange is a fundamental and necessary activity within any society. In order for an economic exchange to occur, the universal marketing activities must be performed by participants in the exchange process. Traditionally, our literature has focused attention on the role of the seller. This paper, however, presents a discussion of how buyers fully participate in the exchange process by actively performing the universal marketing functions. In the past, many purchasing professionals have not recognized their involvement in these so-called “marketing” activities and this may have constrained the effectiveness of some purchasing organizations. By understanding what the functions are, by acknowledging that both parties in the exchange process are involved, and by developing skills within these domains, purchasing professionals can improve their effectiveness and efficiency within the market place.

Keywords: sales, exchange process, marketing

JEL Classification: M31

Suggested Citation

Hawes, Jon and Baker, Thomas L. and d'Amico, Michael F., A Purchasing Perspective of the Universal Marketing Functions (2006). Journal of Marketing Management, Vol. 16, No. 2, 107-115, 2006, Available at SSRN: https://ssrn.com/abstract=1599761

Jon Hawes

affiliation not provided to SSRN ( email )

Thomas L. Baker (Contact Author)

Clemson University ( email )

234 Sirrine Hall
Department of Marketing
Clemson, SC 29678
United States
864.656.2397 (Phone)

Michael F. D'Amico

University of Akron - Department of Marketing ( email )

Akron, OH 44325-4803
United States

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