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- Title
HOW BROAD SHOULD THE MARKETING CONCEPT BE?
- Authors
Arndt, Johan
- Abstract
The author discusses his opinion on a broadened marketing concept. He believes the role of marketing in society is to match supply and demand and to provide an informational basis for marketers and consumers. He says marketing will not include exchanges in non-economic areas where participants are non-marketers or within the labor and stock markets. The author says the marketing concept should not be an integral part of marketing. He believes there is potential in positioning certain aspects of marketing within the field of social engineering.
- Subjects
MARKETING theory; MARKETING &; society; SUPPLY &; demand; SOCIAL engineering (Political science); SOCIAL sciences &; management; MANAGEMENT
- Publication
Journal of Marketing, 1978, Vol 42, Issue 1, p101
- ISSN
0022-2429
- Publication type
Editorial
- DOI
10.2307/1250336