The marketing discipline underwent a differentiation process described as 'broadening' and 'deepening' (Kotler 2018). Broadening refers to the expansion of marketing into other economic sectors and institutions, while deepening involves the development of various theories, concepts, and methods.

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  Managerial marketing and behavioral marketing: when myths about ...

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• Managerial marketing and behavioral marketing: when myths about ... link.springer.com Springer via serper

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• marketing discipline concept