The DOI matches its Crossref record.
A Generic Concept of Marketing
Abstract
The proposal that marketing is relevant to all organizations having customer groups was advanced in the January, 1969 issue of this journal. It is now stated that the original broadening proposal should be broadened still further to include the transactions between an organization and all of its publics. The author sees marketing as the disciplined task of creating and offering values to others for the purpose of achieving a desired response. The generic view of marketing is defined by a set of four axioms and leads to new marketing typologies and views of the tasks of marketing management.
Overview
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
The self-check needs the paper’s full text.
Citations
Cited by
Developing buyer-seller relationships
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987) · Journal of Marketing · doi:10.1177/002224298705100202 · Cited by 9,139
Resource-based theory in marketing
Kozlenkova, I. V., Samaha, S. A., & Palmatier, R. W. (2014) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-013-0336-7 · Cited by 882
Ulaga, W., & Eggert, A. (2006) · European Journal of Marketing · doi:10.1108/03090560610648075 · Cited by 762
Social contracts and marketing ethics
Dunfee, T. W., Smith, N. C., & Ross, W. T. (1999) · Journal of Marketing · doi:10.1177/002224299906300302 · Cited by 370
Stakeholder marketing: theoretical foundations and required capabilities
Hillebrand, B., Driessen, P. H., & Koll, O. (2015) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-015-0424-y · Cited by 257
Metadata
- Authors
- Kotler, P.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1972-04
- Volume
- 36
- Issue
- 2
- Pages
- 46-54
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2331940983
- Cited by
- 1,419
- References
- 0
- FWCI
- 36.32
- Type
- journal article
- Language
- en
- Open access
- closed
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
- This page
- CoChat. (2026). Citation check: A Generic Concept of Marketing. https://app.cochat.ai/papers/10.1177/002224297203600209
- The paper
- Kotler, P. (1972). A Generic Concept of Marketing. Journal of Marketing. https://doi.org/10.1177/002224297203600209
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
