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Tracing the Emergence of Broadening Marketing Proposition: A Thorny Path
Journal of Economics Bibliography
View Archive Info| Field | Value | |
| Title |
Tracing the Emergence of Broadening Marketing Proposition: A Thorny Path
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| Creator |
NOVATOROV, Edouard; National Research University "Higher school of economics" Russian Federation
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| Subject |
Mega marketing; Broadening proposition; Non profit marketing.
L30; L31; L33; M30; V31. |
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| Description |
Abstract. The broadening marketing concept was introduced in 1969 and was initially well-received by marketing scholars. However, during the subsequent four decades, the concept has been increasingly questioned and has divided marketing scholars in to two opposing camps. This paper traces the evolution of the broadening marketing proposition and critically examines the arguments put forward against the broadening proposition..Keywords. Mega marketing, Broadening proposition, Non profit marketing.JEL. L30, L31, L33, M30, V31..
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| Publisher |
Journal of Economics Bibliography
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| Contributor |
—
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| Date |
2016-09-18
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
http://www.kspjournals.org/index.php/JEB/article/view/985
10.1453/jeb.v3i3.985 |
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| Source |
Journal of Economics Bibliography; Vol 3, No 3 (2016): September; 450-458
2149-2387 |
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| Language |
eng
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| Relation |
http://www.kspjournals.org/index.php/JEB/article/view/985/1041
http://www.kspjournals.org/index.php/JEB/article/downloadSuppFile/985/448 |
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| Rights |
Copyright (c) 2016 Journal of Economics Bibliography
http://creativecommons.org/licenses/by-nc/4.0 |
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