Tracing the Emergence of Broadening Marketing Proposition: A Thorny Path

Edouard Novatorov
Additional contact information
Edouard Novatorov: National Research University, Higher School of Economics, Department of Management, Russia

Journal of Economics Bibliography, 2016, vol. 3, issue 3, 450-458

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 (search for similar items in EconPapers)
JEL-codes: L30 L31 L33 M30 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
http://econsciences.com/index.php/JEB/article/download/985/1041 (application/pdf)
http://econsciences.com/index.php/JEB/article/view/985 (text/html)

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:cvv:journ6:v:3:y:2016:i:3:p:450-458

Access Statistics for this article

Journal of Economics Bibliography is currently edited by Bilal KARGI

More articles in Journal of Economics Bibliography from EconSciences Journals Istanbul, Turkey.
Bibliographic data for series maintained by Bilal KARGI ().