A generic concept of marketing

Research output: Contribution to journalArticlepeer-review

13 Scopus citations


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

Original languageEnglish (US)
Number of pages1
JournalMarketing Management
Issue number3
StatePublished - Sep 1 1998

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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