What Knowledge is Useful? > Companies and Functions
Walter Salmon on the marketing landscape
You could form a matrix, and the matrix would be, on one side, the various disciplines within marketing. So you could have advertising, you could have distribution, you could have pricing, and you could have, well, let’s leave it at—and you could have product development. And those you might consider the sub-disciplines within the marketing area. There was also a thing called marketing research. I’ll leave that out for a moment, because that was a tool.
And then there was the opportunity to apply these two—these four disciplines to two areas: one was called consumer marketing, and the other was called industrial marketing, but these days it’s called business-to-business marketing.
And you could sort of build a career in one or more of those boxes of four by two, or eight boxes that were put together, that you could have a subdivision of in the marketing area. Not one box, probably, but not all boxes. And faculty generally were divided; not intellectually divided, but were grouped according to which box they covered, boxes they covered. And lots of overlap, but lots of attempts to make sure that when you looked at the whole faculty in marketing, you were covering all of those bases, and maybe this issue of marketing research.