haku: @author Saren, M. / yhteensä: 13
viite: 9 / 13
| Tekijä: | Brownlie, D. Saren, M. |
| Otsikko: | The four Ps of the marketing concept: Presciptive, Polemical, Permanent and Problematical |
| Lehti: | European Journal of Marketing
1992 : VOL. 26:4, p.34-47 |
| Asiasana: | MARKETING CONCEPT MARKETING THEORY STRATEGY CONSUMERS DEMAND |
| Kieli: | eng |
| Tiivistelmä: | Some writers have raised doubts about the role of the marketing concept in improving the competitiveness of organizations. The authors believe that the concept has developed the characteristics of an ideology, and this contributed to the problems of "adopting" it. A sophisticated array of techniques was developed that nurtured the external market focus polemically downgrading internal issues. The marketing ideology presupposes the efficacy of market-mediated transactions but these simplifying assumptions have less and less tenure. The ideology cannot contribute to the formulation of a strategy. The interest of the consumer are overemphasized. New product development can realize "latent" (unknown) market demands. |
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