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

  • Sidney J. Levy
  • Philip Kotler
Article

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.

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Copyright information

© Academy of Marketing Science 1979

Authors and Affiliations

  • Sidney J. Levy
    • 1
  • Philip Kotler
    • 1
  1. 1.Northwestern UniversityUSA

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