Affiliation:
1. College of Business Administration, University of Houston.
Abstract
This title may be a bit presumptuous, but it does suggest a pertinent issue—is “broadening the concept of marketing” a useful concept for the discipline? The usefulness of a concept is evaluated in terms of its value in explaining the existence or behavior of phenomena. “Broadening” would be more useful if it were deepened—developed in operational terms and tested in actual marketing situations.
Subject
Marketing,Business and International Management
Cited by
12 articles.
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