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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
DOI: 10.2307/1248740
Stable URL: http://www.jstor.org/stable/1248740
Page Count: 6
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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
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Abstract

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.

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