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The Faltering Marketing Concept

Martin L. Bell, C. Emory
Published 1971 · Business

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Companies professing to be “customer-oriented” are under attack. Have they erred in implementing the marketing concept or has it faltered? The authors suggest that the traditional marketing concept is an operational statement which does conflict with a company's social responsibility to consumers. A revised marketing concept is offered to deal with the challenge of the new consumerism.



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