Abstract
The marketing concept is a term which pervades marketing literature and provides a framework in which marketing management is taught. However, little empirical evidence exists on how well practitioners have implemented the concept. The author performs service to marketing practitioners and academicians by exploring the “track record” of American industry in implementing the marketing concept.
Keywords
MarketingMarketing managementBusinessMarketing researchMarketing scienceReturn on marketing investmentMarketing mixQuantitative marketing researchMarketing strategyService (business)Services marketingRelationship marketing
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Publication Info
- Year
- 1972
- Type
- article
- Volume
- 36
- Issue
- 1
- Pages
- 50-57
- Citations
- 314
- Access
- Closed
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Cite This
Carlton Palmer McNamara
(1972).
The Present Status of the Marketing Concept.
Journal of Marketing
, 36
(1)
, 50-57.
https://doi.org/10.1177/002224297203600109
Identifiers
- DOI
- 10.1177/002224297203600109