Abstract
Companies professing to be “customer-oriented” are under attack. Have they erred in implementing the marketing concept or has it faltered? The authors suggest that the traditional marketing concept is an operational statement which does conflict with a company's social responsibility to consumers. A revised marketing concept is offered to deal with the challenge of the new consumerism.
Keywords
MarketingBusinessConsumerismStatement (logic)Marketing mixSocial marketingMarketing strategyMarketing researchEconomicsPolitical science
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Publication Info
- Year
- 1971
- Type
- article
- Volume
- 35
- Issue
- 4
- Pages
- 37-42
- Citations
- 164
- Access
- Closed
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Cite This
Martin L. Bell,
C. William Emory
(1971).
The Faltering Marketing Concept.
Journal of Marketing
, 35
(4)
, 37-42.
https://doi.org/10.1177/002224297103500407
Identifiers
- DOI
- 10.1177/002224297103500407