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The Four Ps of the Marketing Concept: Prescriptive, Polemical, Permanent and Problematical

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 April 1992

Abstract

A day rarely passes without there being discussion of the major changes which organizations in both the public and private sectors, are undergoing to become more effective. The case for change is often said to be driven by the imperatives of an increasingly demanding marketplace; and this case is often expressed in a seductive rhetoric which utilizes maxims and metaphors drawn from the ideological resource of the marketing concept. The authors believe that the current penchant for couching change initiatives in the language of marketing exposes some of the limitations of the marketing concept. Discusses these limitations and addresses the problems which constrain the use of the marketing concept as an ideological resource.

Keywords

Citation

Brownlie, D. and Saren, M. (1992), "The Four Ps of the Marketing Concept: Prescriptive, Polemical, Permanent and Problematical", European Journal of Marketing, Vol. 26 No. 4, pp. 34-47. https://doi.org/10.1108/03090569210012408

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited