Why broadened marketing has enriched marketing

Philip Kotler ()
Additional contact information
Philip Kotler: Kellogg School of Management at Northwestern University

AMS Review, 2018, vol. 8, issue 1, No 4, 20-22

Abstract: Abstract The marketing discipline, which emerged in the early 1900s, spent its first 70 years focused on describing and evaluating how for-profit organizations conduct their commercial operations with products and services. Starting in the 1970s, marketing scholars – Philip Kotler, Sidney Levy, Gerald Zaltman, and Richard Bagozzi – wrote a series of articles showing that marketing activities go on in the non-profit sector as well. They proposed that the marketing discipline would be enriched by working with the “marketing” problems of non-profit and public organizations--not just the marketing problems of commercial organizations. This subsequently came to be known as the “broadening of marketing.” A few years later, some marketers challenged the broadening idea as not belonging in the discipline of marketing. The broadening scholars suggested carrying out a referendum with marketing professors. The subsequent vote proved to be overwhelmingly in favor of the broadening movement. More recently, Adel El-Ansary and co-authors (El-Ansary et al. AMS Review, 2018) raised the question of whether the broadening work is part of a larger paradigm that might lead to a general theory of marketing.

Keywords: Broadening of marketing; Social marketing; Demarketing; Museum marketing; A general theory of marketing; Philip Kotler; Sidney Levy; Gerald Zaltman; Richard Bagozzi (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://link.springer.com/10.1007/s13162-018-0112-4 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:amsrev:v:8:y:2018:i:1:d:10.1007_s13162-018-0112-4

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/13162

DOI: 10.1007/s13162-018-0112-4

Access Statistics for this article

AMS Review is currently edited by Manjit S. Yadav

More articles in AMS Review from Springer, Academy of Marketing Science
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().