A generic concept of marketing

Research output: Contribution to journal › Article › peer-review

13 Scopus citations

Abstract

Broaden marketing's focus to include an organization's transactions with all of its publics.

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title = "A generic concept of marketing",

abstract = "Broaden marketing's focus to include an organization's transactions with all of its publics.",

author = "Philip Kotler",

year = "1998",

month = sep,

day = "1",

language = "English (US)",

volume = "7",

journal = "Marketing Management",

issn = "1061-3846",

publisher = "American Marketing Association",

number = "3",

}

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Y1 - 1998/9/1

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JO - Marketing Management

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