“…The same possibility to merge these arguments with those of Day and Wind (1980), Webster (1981Webster ( , 1988Webster ( , 1992Webster ( , 1994), Wensley (1983, 1988), Carlzon (1987), Day (1990Day ( , 1992Day ( , 1994A, 1994B, 1995Day ( , 1996Day ( , 1999, and Day and Van den Bulte (2002), along with the approach of Grönroos (1983Grönroos ( , 1989Grönroos ( , 1990Grönroos ( and 1995,and Gummesson (1987 and 6 . Paradoxically, in this "latter" definition keep latent the next topics: 1) Marketing is, above all, an organizational function, as accounting, purchases, etc., are.…”