The Present Status of the Marketing Concept
1972; SAGE Publishing; Volume: 36; Issue: 1 Linguagem: Inglês
10.1177/002224297203600109
ISSN1547-7185
Autores Tópico(s)Management and Marketing Education
ResumoThe marketing concept is a term which pervades marketing literature and provides a framework in which marketing management is taught. However, little empirical evidence exists on how well practitioners have implemented the concept. The author performs service to marketing practitioners and academicians by exploring the “track record” of American industry in implementing the marketing concept.
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