Social responsibility and the concept mix in marketing
Levitt's famous article, 'Marketing Myopia' (1960), led to widespread acceptance that a marketing orientation is superior to a product orientation and brought the marketing concept to greater prominence. Writers have tended to present the discussion of fundamental concepts in marketin...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
1988-03-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/968 |