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A Revised Approach to Marketing

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  • Phillips, John

Abstract

This paper is primarily a plea for a reorientation of marketing research. It is demonstrated that the current concept of marketing is unsatisfactory from an analytical point of view and a reformulation in terms of information is put forward. Information-getting is shown to be a vital aspect of economic activity and one to which a considerable proportion of total resources must be devoted. It is maintained that marketing research should be directed towards this aspect. As a first step in this direction, a partial equilibrium model of information resource use is delineated. Finally, some specific implications of this approach for research are presented.

Suggested Citation

  • Phillips, John, 1968. "A Revised Approach to Marketing," Review of Marketing and Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 36(01), pages 1-9, March.
    • Handle: RePEc:ags:remaae:9105
    DOI: 10.22004/ag.econ.9105
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    File URL: https://ageconsearch.umn.edu/record/9105/files/36010028.pdf
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    Cited by:

    1. Wright, Vic & Keeble, Brigette & Kaine, Geoff, 2013. "Framing and managing the adoption of practice change for NRM by farmers," 2013 Conference (57th), February 5-8, 2013, Sydney, Australia 152185, Australian Agricultural and Resource Economics Society.
    2. Sturgess, Ian M., 1968. "The Wool Board'S Second Report On Marketing: A Review Article," Australian Journal of Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 12(2), pages 1-19, December.
    3. Richardson, Bob, 1986. "Some Current Issues In The Marketing Of Agricultural Products," Australian Journal of Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 30(2-3), pages 1-14, August.
    4. Watson, A.S., 1982. "Marketing Policy in Relation to Agricultural Development," 1982 Conference, August 24-September 2, 1982, Jakarta, Indonesia 182456, International Association of Agricultural Economists.

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    Keywords

    Marketing;

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