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Broadening the Concept of Marketing
Philip Kotler and Sidney J. Levy
Journal of Marketing
Vol. 33, No. 1 (Jan., 1969), pp. 10-15
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1248740
Page Count: 6
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Marketing is a pervasive societal activity that goes considerably beyond the selling of toothpaste, soap, and steel. The authors interpret the meaning of marketing for nonbusiness organizations and the nature of marketing functions such as product improvement, pricing, distribution, and communication in such organizations. The question considered is whether traditional marketing principles are transferable to the marketing of organizations, persons, and ideas.
Journal of Marketing © 1969 American Marketing Association