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Cited by 1,419

The DOI matches its Crossref record.

A Generic Concept of Marketing

Kotler, Philip·1972·Journal of Marketing
DOI 10.1177/002224297203600209
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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.

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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
DOI
10.1177/002224297203600209
OpenAlex
W2331940983
Cited by
1,419
References
0
FWCI
36.32
Type
journal article
Language
en
Open access
closed

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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.