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| Author: | Woodall, T. |
| Title: | Why marketers don´t market : rethinking offensive and defensive archetypes |
| Journal: | Journal of Marketing Management
2004 : VOL. 20:5-6, p. 559-576 |
| Index terms: | CUSTOMERS MARKETING CONCEPT QUALITY |
| Language: | eng |
| Abstract: | This article questions the marketers´ commitment to matured reading of the marketing concept with help of re-evaluation of the purpose, nature and semantic identity of defensive and offensive marketing. It also gueries that is it time to re-imagine marketing and what extent can marketing sustain its claim to customer-focused virtue? |
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