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Tracing the Emergence of Broadening Marketing Proposition: A Thorny Path

Author

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  • Edouard NOVATOROV

    (National Research University, Higher School of Economics, Department of Management, Russia)

Abstract

The broadening marketing concept was introduced in 1969 and was initially well-received by marketing scholars. However, during the subsequent four decades, the concept has been increasingly questioned and has divided marketing scholars in to two opposing camps. This paper traces the evolution of the broadening marketing proposition and critically examines the arguments put forward against the broadening proposition.

Suggested Citation

  • Edouard NOVATOROV, 2016. "Tracing the Emergence of Broadening Marketing Proposition: A Thorny Path," Journal of Economics Bibliography, KSP Journals, vol. 3(3), pages 450-458, September.
    • Handle: RePEc:ksp:journ6:v:3:y:2016:i:3:p:450-458
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    Cited by:

    1. Woodside, Arch G., 2020. "Interventions as experiments: Connecting the dots in forecasting and overcoming pandemics, global warming, corruption, civil rights violations, misogyny, income inequality, and guns," Journal of Business Research, Elsevier, vol. 117(C), pages 212-218.

    More about this item

    Keywords

    Mega marketing; Broadening proposition; Non profit marketing;
    All these keywords.

    JEL classification:

    • L30 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - General
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
    • L33 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Comparison of Public and Private Enterprise and Nonprofit Institutions; Privatization; Contracting Out
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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