This paper begins with looking to changes in the definition of marketing. It traces marketing's expansion from a discipline concerned with business transactions in an economic market place, through a discipline concerned with any organisation that can be said to have customers, to a discipline concerned with all organisations in their relationships with all their publics, not just their customers. Difficulties with this broadened domain of marketing are then reviewed with particular emphasis on the nature and extent of the exchange process which is implicit in the broadened concept of the discipline. .
