TY  - BOOK
AU  - Kotler, Philip
AU  - Levy, Sidney J.
TI  - Broadening the Concept of Marketing
SN  - 0022-2429
PY  - 1969///
PB  - Journal of Marketing
KW  - Nonprofit organizations
KW  - Product management
KW  - Product quality
KW  - Physical distribution of goods
KW  - Organizational communication
KW  - Marketing & society
N2  - 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
UR  - https://bibliotheque.tbs-education.fr/Default/doc/bth/5001255/broadening-the-concept-of-marketing
ER  -