Broadening the Concept of Marketing

Broadening the Concept of Marketing Author(s): Philip Kotler and Sidney J. Levy Source: The Journal of Marketing, Vol. 33, No. 1 (Jan., 1969), pp. 10-15 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1248740 . Accessed: 20/02/2011 19:57

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Broadening the

PHILIP KOTLER and SIDNEY J. LEVY

Concept

of

Marketing

THE term "marketing" connotes to most people a function peculiar to business firms. Marketing is seen as the task of finding and stimulating buyers for the firm's output. It involves product development, pricing, distribution, and communication; and in the more progressive firms, continuous attention to the changing needs of customers and the development of new...