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Journal Article

Broadening the Concept of Marketing. Too Far

David J. Luck
Journal of Marketing
Vol. 33, No. 3 (Jul., 1969), pp. 53-55
DOI: 10.2307/1248482
Stable URL: http://www.jstor.org/stable/1248482
Page Count: 3

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Topics: Marketing, Business operations, Political campaigns, Churches, Nonprofit organizations
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Broadening the Concept of Marketing. Too Far
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Abstract

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.

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