search query: @author Soldow, G. F. / total: 4
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| Author: | Kurzbard, G. Soldow, G. F. |
| Title: | Towards a parametric definition of marketing. |
| Journal: | European Journal of Marketing
1987 : VOL. 21:1, p. 37-47 |
| Index terms: | MARKETING THEORY |
| Language: | eng |
| Abstract: | The debate regarding the broadening of the marketing concept is outlined. The inadequacies of current definitions of marketing are discussed. Consequences of this problem are summarized. Criteria are presented for a tendentious and exclusionary definition. A proposed version is presented. The benefits of this concept are listed and analyzed. The definition is told to be sufficiently capacious to incorporate marketing activities and distinguish marketing from other mediated human behaviors. It is compared with other definitions. |
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