The Hidden Dimensions of Marketing
Gabriele MorelloThe Free University, Amsterdam
Thirty years ago, Bartels (1962) wrote an article on the dimensions of marketing thought. After defining dimensions as 'means by which objects are measured, described and appraised', he identified six of them: intellectual, temporal, spatial, interdisciplinary, ethical and spiritual. My objective is different. It is neither to assess the criteria on which marketing should be judged, nor to give an overview of the field. I intend to discuss the role of marketing, both at the conceptual and at the operational level, cutting across all the above dimensions....