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Marketing Redefined

Marketing Redefined The generally accepted means of implementingthe marketing concept is the model of themarketing mix or the 4Ps. But despite its almostuniversal application, this model is highly limitedand specific it was developed in the US, fromresearch on consumer packedgoods anddurables. Recent European research in the areasof industrial and services marketing has revealedboth the inadequacy of the old model and the basisfor a new definition of marketing. This is gearedto what the customer wants from marketing,rather than what is convenient for the companyto provide i.e. it is truly market orientated. Atthe core of marketing is the establishment anddevelopment of longterm customer relations.This marketorientated emphasis requires a freshmanagement approach, seeing marketing less asa specialist function and more as a part of overallmanagement responsibilities. The implications ofthis, as regards parttime marketers and thekeeping of promises, are also discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

Marketing Redefined

Management Decision , Volume 28 (8) – Aug 1, 1990

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References (1)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0025-1747
DOI
10.1108/00251749010139116
Publisher site
See Article on Publisher Site

Abstract

The generally accepted means of implementingthe marketing concept is the model of themarketing mix or the 4Ps. But despite its almostuniversal application, this model is highly limitedand specific it was developed in the US, fromresearch on consumer packedgoods anddurables. Recent European research in the areasof industrial and services marketing has revealedboth the inadequacy of the old model and the basisfor a new definition of marketing. This is gearedto what the customer wants from marketing,rather than what is convenient for the companyto provide i.e. it is truly market orientated. Atthe core of marketing is the establishment anddevelopment of longterm customer relations.This marketorientated emphasis requires a freshmanagement approach, seeing marketing less asa specialist function and more as a part of overallmanagement responsibilities. The implications ofthis, as regards parttime marketers and thekeeping of promises, are also discussed.

Journal

Management DecisionEmerald Publishing

Published: Aug 1, 1990

There are no references for this article.