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Marketing: The Consumers' View

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 April 1987

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Abstract

The perceptions of 497 consumers of the various philosophies involved in the evolution of marketing thought — product, selling, marketing and societal marketing concepts are examined. Results show that the sample fails to delineate the subtle distinctions between the product, marketing and societal marketing concepts, and support is lent to the view that if the marketing concept is to be more broadly implemented, product and social dimensions found within the definitional domain of the product and societal marketing concepts should be encompassed to establish a wider marketing‐oriented philosophy.

Keywords

Citation

Dunn, M.G., Norburn, D. and Wahlers, R.G. (1987), "Marketing: The Consumers' View", Marketing Intelligence & Planning, Vol. 5 No. 4, pp. 3-8. https://doi.org/10.1108/eb045754

Publisher

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MCB UP Ltd

Copyright © 1987, MCB UP Limited