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Broadening the Concept of Marketing, Journal of Marketing

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.

Type

Article

Author(s)

Philip Kotler, Sidney Levy

Date Published

1969

Citations

Kotler, Philip, and Sidney Levy. 1969. Broadening the Concept of Marketing. Journal of Marketing. 33(1): 10-15.

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