Broadening the Concept of Marketing

Philip Kotler; Sidney J. Levy

doi:10.1177/002224296903300103

Broadening the Concept of Marketing

¹ Marketing at Northwestern University. · ² Marketing at Northwestern University and is Vice President of Social Research, Inc.

Journal of Marketing 1969

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.

DOI: 10.1177/002224296903300103
Volume: 33 (1)
Pages: 10-15
Language: en
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