Economics

Broadening the Concept of Marketing Author(s): Philip Kotler and Sidney J. Levy Reviewed work(s): 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: 14/12/2011 15:44

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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 products, with product modifications and services to meet these needs. But whether marketing is viewed in the old sense of "pushing" products or in the new sense of "customer satisfaction engineering," it is almost always viewed and discussed as a business activity. It is the authors' contention that marketing is a pervasive societal activity that goes considerably beyond the selling of toothpaste, soap, and steel. Political contests remind us that candidates are marketed as well as soap; student recruitment by colleges reminds us that higher education is marketed; and fund raising reminds us...