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Broadening the Concept of Marketing. Too Far
David J. Luck
Journal of Marketing
Vol. 33, No. 3 (Jul., 1969), pp. 53-55
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1248482
Page Count: 3
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This is a rejoinder to "Broadening the Marketing Concept" which appeared in the January 1969 issue of the JOURNAL OF MARKETING. Exception is taken to the broad concept of marketing advanced in that article. Reflections on the social contributions of marketing in the previous article are criticized, and business enterprise's social role for marketing affirmed.
Journal of Marketing © 1969 American Marketing Association