The Marketing Concept: What it is and What it is Not
Journal of MarketingPublished 1 April 1986
Franklin S. Houston
Citations525
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
The marketing concept has been misunderstood and misused over the years. It is not obsolete nor is it the optimal managerial approach to marketing. The marketing concept is restated in a way that more clearly shows what it is and what it is not.
Keywords
Economics, Econometrics and FinanceBusiness, Management and Accounting
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