The Impact of the Marketing Concept on New Product Planning
Open Access
- 1 January 1980
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 44 (1) , 19-25
- https://doi.org/10.1177/002224298004400103
Abstract
A survey of marketing literature reveals that little, if any, empirical research has been done to examine the impact of the adoption of the marketing concept on new product planning. The purpose of this paper is to describe a research study done to fill this void.Keywords
This publication has 7 references indexed in Scilit:
- Is it time to discard the marketing concept?Business Horizons, 1978
- The future of marketing strategyBusiness Horizons, 1976
- How market research discourages major innovationBusiness Horizons, 1974
- The Present Status of the Marketing ConceptJournal of Marketing, 1972
- Marketers’ Attitudes toward the Marketing ConceptJournal of Marketing, 1971
- The Faltering Marketing ConceptJournal of Marketing, 1971
- Have Manufacturing Firms Adopted the Marketing Concept?Journal of Marketing, 1965