Online citations, reference lists, and bibliographies.
Please confirm you are human
(Sign Up for free to never see this)
← Back to Search

The Present Status Of The Marketing Concept

Carlton P. Mcnamara

Save to my Library
Download PDF
Analyze on Scholarcy
Share
The marketing concept is a term which pervades marketing literature and provides a framework in which marketing management is taught. However, little empirical evidence exists on how well practitioners have implemented the concept. The author performs service to marketing practitioners and academicians by exploring the “track record” of American industry in implementing the marketing concept.