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- Title
Broadening the Concept of Marketing.
- Authors
Kotler, Philip; Levy, Sidney J.
- Abstract
Marketing is a pervasive societal activity that goes considerably beyond the selling of toothpaste, soap, and steel. The authors interpret the meaning of marketing for nonbusiness organizations and the nature of marketing functions such as product improvement, pricing, distribution, and communication in such organizations. The question considered is whether traditional marketing principles are transferable to the marketing of organizations, persons, and ideas.
- Subjects
MARKETING &; society; ASSOCIATIONS, institutions, etc.; NONPROFIT organizations -- Marketing; PRODUCT management; PRODUCT quality; PRICING; PHYSICAL distribution of goods; ORGANIZATIONAL communication; ASSOCIATION marketing; MARKETING science; MARKETING theory; ORGANIZATION; MARKETING
- Publication
Journal of Marketing, 1969, Vol 33, Issue 1, p10
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1248740