Author： O'Leary Ray Iredale Ian
Publisher： Emerald Group Publishing Ltd
ISSN： 0309-0566
Source： European Journal of Marketing, Vol.10, Iss.3, 1993-12, pp. : 146-157
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Abstract
Suggests that marketing should not remain stagnant, basing its interest in business/customer relationships alone. Speculates about the future of the marketing concept and demonstrates the applicability of a broadened marketing concept to all functional areas of business, other types of organization and a wide diversity of objects of change. Proposes that, for marketing to remain relevant, the concept of marketing provided will allow organizations to achieve their targets if it is followed.
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