TY  - JOUR
AB  - 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.
VL  - 5
IS  - 4
SN  - 0263-4503
DO  - 10.1108/eb045754
UR  - https://doi.org/10.1108/eb045754
AU  - Dunn Marie G.
AU  - Norburn David
AU  - Wahlers Russell G.
PY  - 1987
Y1  - 1987/01/01
TI  - Marketing: The Consumers' View
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 3
EP  - 8
Y2  - 2024/09/22
ER  -