The Marketing Concept: What it is and What it is Not
- 1 April 1986
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 50 (2) , 81-87
- https://doi.org/10.1177/002224298605000207
Abstract
The marketing concept has been misunderstood and misused over the years. It is not obsolete nor is it the optimal managerial approach to marketing. The marketing concept is restated in a way that more clearly shows what it is and what it is not.Keywords
This publication has 18 references indexed in Scilit:
- The misuse of marketing: An American tragedyBusiness Horizons, 1981
- Beyond the marketing conceptBusiness Horizons, 1979
- Is it time to discard the marketing concept?Business Horizons, 1978
- Marketing as ExchangeJournal of Marketing, 1975
- How market research discourages major innovationBusiness Horizons, 1974
- Shelf Space Allocation and Profit Maximization in Mass RetailingJournal of Marketing, 1973
- Buying Is Marketing Too!Journal of Marketing, 1973
- The Faltering Marketing ConceptJournal of Marketing, 1971
- Survival and Social Responsibility: Themes for Marketing Education and ManagementJournal of Marketing, 1971
- The Marketing RevolutionJournal of Marketing, 1960