Toward a broader concept of marketing's role in social order

Sidney J. Levy*, Philip Kotler

*Corresponding author for this work

Research output: Contribution to journalArticle

7 Scopus citations

Abstract

The article by Laczniak and Michie is criticized on several grounds. Their ideas impose narrow, rigid, dictatorial limits on the subject matter and applied services of the marketing field, and acquiesce in a negative view of the nature of marketing. On the contrary, the broadened concept of marketing contributes to desirable social order by fostering social change and encouraging the search for a more truthful description of the relations between marketing words, ideas, and activities.

Original languageEnglish (US)
Pages (from-to)233-238
Number of pages6
JournalJournal of the Academy of Marketing Science
Volume7
Issue number3
DOIs
StatePublished - Jun 1 1979

ASJC Scopus subject areas

  • Economics and Econometrics
  • Marketing
  • Business and International Management

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