TY  - JOUR
AB  - The contemporary relevance of the
traditional marketing concept is a
source of continuing debate as
marketers question its universal
application across all situations. In the
past, the emergence of the societal
marketing concept and the marketing
warfare metaphor represent challenges
to the veracity of the marketing
concept. It is argued that the
continuing relevance of the marketing
concept and the emergence of
alternative paradigms can be linked to
changes in the operating environments
of firms or industries. The traditional
marketing concept finds application in
relatively placid, benign environments
which characterised post‐war
economies and markets. The
emergence of the “societal marketing
concept” can be linked to the
emergence of turbulent environments
which found expression in the
consumerist and ecological movements
in the 1970s. More recently, a new
emphasis has emerged with the
growing recognition of the importance
of competitive forces in imperfectly
competitive markets and the
inadequacy of the marketing concept
in such environments. These changing
operating environments are examined,
arguing that the traditional marketing
concept is applicable in “placid
clustered” environments, as described
by Emery and Trist. Finally, the
examples of three contemporary
Australian industries are discussed to
illustrate the relevance of the
argument.
VL  - 24
IS  - 8
SN  - 0309-0566
DO  - 10.1108/EUM0000000000612
UR  - https://doi.org/10.1108/EUM0000000000612
AU  - Elliott Gregory R.
PY  - 1990
Y1  - 1990/01/01
TI  - The Marketing Concept – Necessary, but Sufficient? An Environmental View
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 23
EP  - 30
Y2  - 2024/04/25
ER  -