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A Generic Concept of Marketing

Philip Kotler
Journal of Marketing
Vol. 36, No. 2 (Apr., 1972), pp. 46-54
DOI: 10.2307/1250977
Stable URL: http://www.jstor.org/stable/1250977
Page Count: 9
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A Generic Concept of Marketing
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Abstract

The proposal that marketing is relevant to all organizations having customer groups was advanced in the January, 1969 issue of this journal. It is now stated that the original broadening proposal should be broadened still further to include the transactions between an organization and all of its publics. The author sees marketing as the disciplined task of creating and offering values to others for the purpose of achieving a desired response. The generic view of marketing is defined by a set of four axioms and leads to new marketing typologies and views of the tasks of marketing management.

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