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 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) society, as providing trustworthy objective knowledge, being transferred to students through liberal education, having stronger sense of values, ethics and civic engagement; 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 (2) students,
