search query: @author Grant, C. / total: 33
reference: 2 / 33
| Author: | Grant, C. |
| Title: | Theodore Levitt's marketing Myopia |
| Journal: | Journal of Business Ethics
1999 : FEB 2, VOL. 18:4, p. 397-405 |
| Index terms: | RESEARCH BUSINESS ETHICS MARKETING |
| Language: | eng |
| Abstract: | Theodore Levitt critisizes John Kenneth Galbraith's view of advertising as artificial want creation, contending that its selling focus on the product fails to appreciate the marketing focus on the consumer. But Levitt himself not only ends up endorsing selling; he fails to confront the fact that the marketing to our most pervasive needs that he advocates really represents a sophisticated form of selling. He avoids facing this by the friction that marketing is concerned only with the material level of existence. |
SCIMA