ABSTRACT
This conclusion presents some closing thoughts on the key concepts discussed in the preceding chapters of this book. The book explores the traditional functional approach in marketing combines two different streams of thought: functions in distribution or marketing channels and functions of management. It explores the birth and development of managerial functions in marketing along with their historical context. The discussion of managerial functions emerged at the same time as the traditional functional approach in marketing channels. The book suggests that a direct precursor of the 4Ps idea was marketing by manufacturers, rather than just merchants. In the meantime, along with the progress of marketing practices between the two world wars, a different type of marketing was mixing with the managerial idea, while manufacturers' marketing continued to provide a stimulus to progress. Several factors promoted the definition of the idea of channel selection from the manufacturer's standpoint.
