Broadening the Concept of Marketing / Philip Kotler and Kevin Lane Keller

By:

Kotler, Philip

Contributor(s):

Levy, Sidney J

Material type: Text

TextLanguage: English Publication details: Journal of Marketing 1969ISBN:

0022-2429

Subject(s):

Online resources:

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Summary: 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.

Holdings
Item type	Current library	Call number	URL	Status	Date due	Barcode
Academic Article	TBS Barcelona		Link to resource	Available

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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.

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