Kesesuaian Pilihan Konsep Bisnis, Operasionalisasi Kegiatan dan Penelitian dalam Pemasaran

Abstract

There are many differences of opinion between the experts from other scholars when they view the development of marketing discipline although they have different backgrounds competence. But that differences of opinion helped the development of the marketing discipline is faster. This article does not attempt to enliven the debate, but rather provides another discourse by pointing out the need for better harmonization between business concepts with the operationalization of the marketing aspects, including the option of the research approach, both in the context of the development of science as well as linkages with marketing applications.