| Autor: |
John C. Crawford |
| Rok vydání: |
2015 |
| Předmět: |
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| Zdroj: |
Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference ISBN: 9783319169361 |
| DOI: |
10.1007/978-3-319-16937-8_106 |
| Popis: |
Since it first appeared in the marketing literature in the 1950’s the marketing concept has been hailed as the ideal goal of every business enterprise. Rarely has a single idea generated so much enthusiasm, support and produced such meager results as this one has. It has been credited with creating a revolution not only in marketing thinking but in management practice. The evidence does not support this. The marketing concept appears to be an impossible philosophy to put into effect. After nearly thirty years it is still loudly proclaimed but seldom seen. It represents the unattainable--the marketing utopia. What the practioner needs is a new philosphy, one that is capable of measurement and achievement. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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