The marketing concept: quo vadis?

Abstract

Suggests that marketing should not remain stagnant, basing its interest in business/customer relationships alone. Speculates about the future of the marketing concept and demonstrates the applicability of a broadened marketing concept to all functional areas of business, other types of organization and a wide diversity of objects of change. Proposes that, for marketing to remain relevant, the concept of marketing provided will allow organizations to achieve their targets if it is followed.

Citation

O'Leary, R. and Iredale, I. (1976), "The marketing concept: quo vadis?", European Journal of Marketing, Vol. 10 No. 3, pp. 146-157. https://doi.org/10.1108/EUM0000000005043