haku: @indexterm marketing concept / yhteensä: 142
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| Tekijä: | Elliott, G. R. |
| Otsikko: | The marketing concept necessary, but sufficient? : an environmental view. |
| Lehti: | European Journal of Marketing
1990 : VOL. 24:8, p. 20-30 |
| Asiasana: | MARKETING CONCEPT MARKETING THEORY ENVIRONMENT |
| Kieli: | eng |
| Tiivistelmä: | Originally the essential elements of the marketing concept were customer orientation, integrated marketing efforts and resultant profitability. "Social marketing concept" emerged as a response to the consumerist movements. Recognition of the competitive dimension enlarged the traditional concept. Further development incorporated the external environment. The following four levels of environments described by Emergy and Trist are discussed: placid random environment, disturbed reactive environment, and turbulent environment. Description of three key Australian industries illustrates that embracing the marketing concept is not sufficient, organizations need to expand their environmental purview. |
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