Tracing the Emergence of Broadening Marketing Proposition : A Thorny Path

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 into two opposing camps. This paper traces the evolution of the broadening marketing proposition and critically examines the arguments put forward against the broadening proposition

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Year of publication:	2016
Authors:	Novatorov, Edouard
Publisher:	[2016]: [S.l.] : SSRN

Extent:	1 Online-Ressource (15 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments September 16, 2016 erstellt
Other identifiers:	10.2139/ssrn.2839721 [DOI]
Classification:	L30 - Nonprofit Organizations and Public Enterprise. General ; L31 - Nonprofit Institutions ; L33 - Comparison of Public and Private Enterprises; Privatization; Contracting Out ; M30 - Marketing and Advertising. General ; M31 - Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012983102