Rotted since the late XIX/early XX century with the evolvement of mass market in United States (Baker and Saren 2010 p.
4; Ludicke 2006 p.3; O’Shaughnessy 1990 p. 3), marketing is regarded as (1) an academic discipline and/or (2) a simple professional disciplinemarketing discipline (said by baker p. XVI) had been for decades a subject of undergoing intense study, reexamined and revised over the course of time coinciding with economic growth and development (Baker and Saren 2010 p.
4). Due to its evolvement and extension, marketing however became further complex, potentially lowering it relevancy and unpracticality of marketing discipline (Luck 1969 in Dawson 1971 p.68; Dawson 1971 p.66; ) and for that reason, some might prefer to regard marketing as a strictly professional discipline rather than an academic discipline. As a result, none of definition given from marketing professional or academician could possibly envelope its vast meaning at once (Kotler and Zaltman 1971 p.
4; Baker and Saren 2010 p.18). developing its discipline (Baker and Salter 2010 p. XVI) leading however, to build complexity and diversity to its nature (Baker and Saren 2010 p.4). Many have argue between marketing to be an academic discipline Indeed, marketing can be regarded as a – scholar discipline teaches in higher education and so referred as an applied discipline and academic discipline (Hunt 1992 p.
301-303); – rather than to be an academic discipline in its self, marketing is a professional discipline as it borrows knowledge from other academic disciplines (such as economics. psychology, anthropology, sociology, mathematics, and statistics) for the purpose to practice it (Westing 1977 in Hunt 1992 p.304; Myers, Massy, and Greyser 1980 in in Hunt 1992 p.304; by reason to wish it discipline not to lose it relevance Nevertheless, as these two perceptions of what marketing is brought up debates between authors, it had been well argued that marketing should be viewed as an academic discipline since this one, other than being a professional discipline; ultimately seek to benefits clients’ interests (in the business contest), the primary client is not marketer’s client but society: “The ultimate client for a truly professional discipline is always society and its needs … I suggest it is society’s need for high quality products and services that are reasonably priced, responsibly promoted, and conveniently available.” – Hunt (1992 p.
306). This truly refers to the central core and key idea of modern marketing concept refers as to be “the establishment of mutually satisfying exchange relationships” (Baker and Saren 2010 p.3) archived through separate but closely related practices, components and occupations (identified today likewise as professions) that marketing’s profession envelopes such as; pricing, sales management, distribution, retailing, advertising, market research, wholesale management, distribution management, marketing management, retail management (O’Shaughnessy 1990 p. 3; hunt 1992 p.306).
Furthermore, marketing can be viewed as a deontological philosophy, having responsibilities toward (1) ; (2) society and students, as providing trustworthy and objective knowledge, being transferred to marketing students through liberal education, translated to gain stronger sense of values, ethics and civic engagement toward the society; hire their technical components thus their productivity beneficing social productivity as a whole and consequently nation’s standard of living having and therefore responsibilities toward societal stakeholders (3) to marketing practice; by staying relevant, marketing as a function shall be practice with integrity for the sake/well-being of society and therefore leading marketing to have responsibilities to its (4) academy (here referred as social institution); possible through a develop study of behavioral science (marketing science); aiming to understand and explain buyers and sellers’ behaviors and institutional framework, all directed to accomplish and/or facilitate exchanges, as well as identifying its consequences on society (Hunt 1992 p.306-308).