This contrast in the perspective towards the intention of marketing in terms of welfare orientation of the consumers has created an identity crisis for marketing as a discipline. It is juggling between two primary approaches. The first one takes marketing as a philosophy that is conscious of the business environment and is a means for an organization to develop differentiation and a competitive edge in the market place. The second approach which talks about marketing as a function highlights the multiple tasks of marketing from the development of products and services, the pricing, promotion, distribution, image etc. brand management is an indispensable component of marketing as a discipline. It s indeed a persuasive vocation and in the effort to persuade consumers for consumption it tries to manipulate and bring in the forefront and fabricated and untrue version of the promoted product or service.
这个对比的角度对消费者的福利取向方面的营销意图创造了市场营销作为一门学科身份危机。它是在两个主要的方法之间的。第一个以市场营销为理念，自觉的商业环境，是一个组织在市场上的发展差异化和竞争优势的一种手段。第二种方法谈营销作为一个功能的多任务集锦市场营销产品和服务的开发，定价，促销，分销，图像等，品牌管理是市场营销作为一门学科的一个不可或缺的组成部分。这的确是一个有说服力的职业，在努力说服消费者消费，它试图操纵和带来的最前沿，制作和不真实的推广产品或服务版本。
