Beyond Marketing: The Furthering Concept, California Management Review
The article mentions the broadening scope of marketing and the challenges in marketing management. Six factors contributing to renewed interest in the marketing process and putting new demands on managers include the need for cultural sensitivity in international marketing, selling of intangibles such as insurance, incidence of social protest, and rapid innovation and competition. The development of marketing is represented in a framework of concepts: bartering or the face-to-face exchange of goods; selling where the exchange includes money; marketing that promotes economic transactions; and "furthering" where marketing extends into intangible areas that are relevant to nonbusiness organizations. Marketing responsibilities, public affairs, and public relations are mentioned.
Philip Kotler, Sidney Levy
Kotler, Philip, and Sidney Levy. 1970. Beyond Marketing: The Furthering Concept. California Management Review. 12(2): 67-73.