Abstract
The marketing concept has been exposed to extensive review and critique. This paper examines the criticism that the marketing concept leads to a short term orientation. It concludes that the concept, if naively interpreted, could lead to short-term orientation. The paper calls for a broader interpretation of the marketing concept such that the concept is made applicable to the entire organizational hierarchy. It also suggest processes which will lead to a longer term orientation.
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Aaby, NE., Slater, S.F., Belonax, J. (2015). Is the Marketing Concept Short-Term Oriented?. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_67
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DOI: https://doi.org/10.1007/978-3-319-17055-8_67
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