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Re‐evaluating the marketing concept
School of Management and Economics, Växjö University, Växjö, Sweden & School of Economics and Commercial Law, Göteborg University, Göteborg, Sweden.
2001 (English)In: European Business Review, ISSN 0955-534X, Vol. 13, no 2, 95-101 p.Article in journal (Refereed) Published
Abstract [en]

In marketing literature often it is argued that the marketer should pay attention to the customers’ needs and wants in order to achieve and maintain successful business relationships. This fundamental approach is often referred to as the “marketing concept” and is one of the most important and famous concepts ever developed in marketing literature. The article describes a proposed generic deficiency in the usage of the marketing concept in marketing literature. It is also proposed that there is a necessity to extend the marketing concept towards the perspective of a holistic marketing channel context. Therefore, it is argued that the point of departure, in any marketing process of theory building, modeling, and development of conceptual frameworks in marketing, must be from the customer’s perspective and eventually from the ultimate consumer’s perspective.

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2001. Vol. 13, no 2, 95-101 p.
Keyword [en]
Marketing, Marketing concepts, Marketing channels, Distribution channels
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-26806DOI: 10.1108/09555340110385263OAI: oai:DiVA.org:hh-26806DiVA: diva2:755758
Available from: 2014-10-15 Created: 2014-10-15 Last updated: 2015-02-23Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Output format
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