The Growing Responsibilities of Marketing
Journal of MarketingPublished 1 January 1970
Robert J. Lavidge
Citations93
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
The impact of marketing on society is increasing as marketing becomes broader in function and scope. The social responsibilities of marketing practitioners and educators are also expanding. These responsibilities and related dangers and opportunities for service to society during the next decade are discussed in this article.
Keywords
Decision SciencesBusiness, Management and Accounting