یکشنبه 16 اردیبهشت 1403
| عنوان مقاله | |
| عنوان مقاله |
Why broadened marketing has enriched marketing |
| عنوان فارسی مقاله | دلیل غنی ساختن بازاریابی به واسطه بازاریابی گسترده |
| مشخصات مقاله انگلیسی | |
| نشریه: Springer |
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| سال انتشار |
2018 |
| عنوان مجله |
AMS Review |
| تعداد صفحات مقاله انگلیسی | 3 |
| رفرنس | دارد |
| تعداد رفرنس | 10 |
| چکیده مقاله | |
| چکیده |
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. |
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| دانلود | |
