Extending the Marketing Concept
To this point we have been concerned with establishing a definition of marketing, with justifying the need for a sound theoretical foundation if the discipline is to grow, and with indicating how marketing has borrowed from other disciplines such as economics and the behavioural sciences in developing such a foundation. In this chapter we examine the extension of marketing thinking beyond the traditional areas with which it is usually associated — the sale of goods and services.
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Notes and References
- 1.See George Schwartz (ed.), Science in Marketing (New York: Wiley, 1965).Google Scholar
- 2.An exception to this is William J. Stanton, Fundamentals of Marketing, 4th edn (New York: McGraw-Hill, 1975), and we draw heavily on this source in this section. Another source to be consulted is John M. Rathmell, Marketing in the Service Sector (Cambridge, Mass.: Winthrop, 1974) which contains many useful references.Google Scholar
- 3.Stanton, Fundamentals of Marketing.Google Scholar
- 4.Levitt, ‘Marketing Myopia’, Harvard Business Review (July-Aug 1960).Google Scholar
- 5.Philip Kotier and Sidney J. Levy, ‘Broadening the Concept of Marketing’, Journal of Marketing, vol. 33 (Jan 1969) pp. 10–15.Google Scholar
- 6.Ibid.Google Scholar