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?:abstract
  • The point of departure of the article is the recent debate in this journal about marketing as a science, social marketing, and the generic and broadened marketing concepts. Led by Kotler and his colleagues, this redirection of marketing has positioned the subject matter as exchange behavior. The core of this expansion is the generalization of "profits," "products," and "customers" to nonbusiness contents. Hence, the new marketing concept refers to analysis, planning, organizing, and control tasks in the attempts of organizations (business enterprises as well as nonprofit organizations and public agencies) to obtain desired responses from their publics (Kotler 1972). This extension of marketing has revitalized the discipline and resulted in valuable insights for better management practice in new areas.' Nevertheless, so far this conceptual expansion seems to be a broadening of marketing practice rather than marketing theory (Stidsen 1979). Thus, time-honored marketing concep s and tools such as "market segmentation," "marketing mix," "channels of distribution," and "marketing research" have been successfully applied in new areas. ()
?:appearsInJournal
?:citationCount
  • 456 ()
is ?:cites of
?:cites
?:created
  • 2016-06-24 ()
?:creator
?:doi
  • 10.2307/1250272 ()
?:endingPage
  • 75 ()
?:estimatedCitationCount
  • 702 ()
is ?:hasCitedEntity of
is ?:hasCitingEntity of
?:hasDiscipline
?:hasURL
?:issueIdentifier
  • 4 ()
?:language
  • en ()
?:publicationDate
  • 1979-01-23 ()
?:publisher
  • JOURNAL OF MARKETING ()
?:rank
  • 20068 ()
?:referenceCount
  • 14 ()
?:startingPage
  • 69 ()
?:title
  • TOWARD A CONCEPT OF DOMESTICATED MARKETS ()
?:type
?:volume
  • 43 ()

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