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| Author: | Tissier-Desbordes, E. |
| Title: | Marketing : faut-il depasser une classification sectorielle? = Marketing : beyond sectoral classifications? |
| Journal: | Revue Francaise de Gestion
1987 : NOV-DEC, 65-66, p. 144-148 |
| Index terms: | MARKETING RESEARCH INDUSTRIAL MARKETING SOCIAL MARKETING CONSUMER GOODS STRATEGY |
| Language: | fre |
| Abstract: | The concept of marketing would today seem to be the subject of as many analytical approaches as it is the basis for different applications. A detailed analysis is given here of the similarities and the differences of the various approaches and it is demonstrated how they all contribute to the general development of research on marketing. Social marketing, industrial marketing and that of consumer goods. The definition of marketing proposed by the American Marketing Association: Marketing is planning and applying the concept, the price, the publicity and distribution of ideas, goods and services in view to make exchanges satisfying individuals and organisations. |
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