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- Title
Marketers' Attitudes Toward the Marketing Concept.
- Authors
Barksdale, Hiram C.; Darden, Bill
- Abstract
The marketing concept sparked the interest of business executives and marketing educators when introduced as a pioneering idea some twenty years ago. The doctrine has since influenced the thinking of businessmen and has changed the direction of marketing education. The authors report the results of a survey designed to measure current attitudes of executives and educators toward the marketing concept, its operational adequacy, and its contributions to business and to consumers.
- Subjects
MARKETING; MARKETING executives; ATTITUDE (Psychology); CONSUMERS; BUSINESS enterprises; TECHNOLOGICAL innovations; INVENTORIES; MARKETING research; BUSINESSMEN; BUSINESS teachers; SURVEYS
- Publication
Journal of Marketing, 1971, Vol 35, Issue 4, p29
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250454