Deepening the Concept of Marketing
Journal of MarketingPublished 1 October 1973
Ben M. Enis
Citations42
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
This title may be a bit presumptuous, but it does suggest a pertinent issue—is “broadening the concept of marketing” a useful concept for the discipline? The usefulness of a concept is evaluated in terms of its value in explaining the existence or behavior of phenomena. “Broadening” would be more useful if it were deepened—developed in operational terms and tested in actual marketing situations.
Keywords
Business, Management and Accounting