Abstract
Marketing thought and practice has evolved over the past 100 years from a philosophy of taking things to market to a philosophy of market(ing) to customers and, increasingly today, to a philosophy of market(ing) with customers. The author discusses the evolution of these philosophies and their influence on how the American Marketing Association has defined marketing.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 261-268 |
| Number of pages | 8 |
| Journal | Journal of Public Policy and Marketing |
| Volume | 26 |
| Issue number | 2 |
| DOIs | |
| State | Published - 2007 |
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing