Abstract
The marketing concept sparked the interest of business executives and marketing educators when introduced as a pioneering idea some twenty years ago. The doctrine has since influenced the thinking of businessmen and has changed the direction of marketing education. The authors report the results of a survey designed to measure current attitudes of executives and educators toward the marketing concept, its operational adequacy, and its contributions to business and to consumers.
Keywords
MarketingDoctrineMarketing mixBusinessMarketing researchMarketing managementPublic relationsPolitical science
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Publication Info
- Year
- 1971
- Type
- article
- Volume
- 35
- Issue
- 4
- Pages
- 29-36
- Citations
- 181
- Access
- Closed
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Cite This
Hiram C. Barksdale,
Bill Darden
(1971).
Marketers’ Attitudes toward the Marketing Concept.
Journal of Marketing
, 35
(4)
, 29-36.
https://doi.org/10.1177/002224297103500406
Identifiers
- DOI
- 10.1177/002224297103500406