TY  - JOUR
AB  - 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.
VL  - 26
IS  - 4
SN  - 0309-0566
DO  - 10.1108/03090569210012408
UR  - https://doi.org/10.1108/03090569210012408
AU  - Brownlie Douglas
AU  - Saren Michael
PY  - 1992
Y1  - 1992/01/01
TI  - The Four Ps of the Marketing Concept: Prescriptive,
Polemical, Permanent and Problematical
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 34
EP  - 47
Y2  - 2024/05/11
ER  -