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Re‐evaluating the m...
Re‐evaluating the marketing concept
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- Svensson, Göran, 1961- (författare)
- School of Management and Economics, Växjö University, Växjö, Sweden & School of Economics and Commercial Law, Göteborg University, Göteborg, Sweden
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(creator_code:org_t)
- Bingley : Emerald Group Publishing Limited, 2001
- 2001
- Engelska.
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Ingår i: European Business Review. - Bingley : Emerald Group Publishing Limited. - 0955-534X .- 1758-7107. ; 13:2, s. 95-101
- Relaterad länk:
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https://urn.kb.se/re...
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visa fler...
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https://doi.org/10.1...
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visa färre...
Abstract
Ämnesord
Stäng
- In marketing literature often it is argued that the marketer should pay attention to the customers’ needs and wants in order to achieve and maintain successful business relationships. This fundamental approach is often referred to as the “marketing concept” and is one of the most important and famous concepts ever developed in marketing literature. The article describes a proposed generic deficiency in the usage of the marketing concept in marketing literature. It is also proposed that there is a necessity to extend the marketing concept towards the perspective of a holistic marketing channel context. Therefore, it is argued that the point of departure, in any marketing process of theory building, modeling, and development of conceptual frameworks in marketing, must be from the customer’s perspective and eventually from the ultimate consumer’s perspective.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Marketing
- Marketing concepts
- Marketing channels
- Distribution channels
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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