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Why broadened marketing has enriched marketing

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  • Philip Kotler

    (Kellogg School of Management at Northwestern University)

Abstract

The marketing discipline, which emerged in the early 1900s, spent its first 70 years focused on describing and evaluating how for-profit organizations conduct their commercial operations with products and services. Starting in the 1970s, marketing scholars – Philip Kotler, Sidney Levy, Gerald Zaltman, and Richard Bagozzi – wrote a series of articles showing that marketing activities go on in the non-profit sector as well. They proposed that the marketing discipline would be enriched by working with the “marketing” problems of non-profit and public organizations--not just the marketing problems of commercial organizations. This subsequently came to be known as the “broadening of marketing.” A few years later, some marketers challenged the broadening idea as not belonging in the discipline of marketing. The broadening scholars suggested carrying out a referendum with marketing professors. The subsequent vote proved to be overwhelmingly in favor of the broadening movement. More recently, Adel El-Ansary and co-authors (El-Ansary et al. AMS Review, 2018) raised the question of whether the broadening work is part of a larger paradigm that might lead to a general theory of marketing.

Suggested Citation

  • Philip Kotler, 2018. "Why broadened marketing has enriched marketing," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 20-22, June.
    • Handle: RePEc:spr:amsrev:v:8:y:2018:i:1:d:10.1007_s13162-018-0112-4
    DOI: 10.1007/s13162-018-0112-4
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    References listed on IDEAS

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    1. Adel El-Ansary & Eric H. Shaw & William Lazer, 2018. "Marketing’s identity crisis: insights from the history of marketing thought," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 5-17, June.
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    Cited by:

    1. Thomas Martin Key & Terry Clark & OC Ferrell & David W. Stewart & Leyland Pitt, 2020. "Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 151-167, December.
    2. Priyanka Jayashankar & Samantha Cross, 2020. "Expanding exchange: how institutional actors shape food-sharing exchange systems," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 116-134, June.
    3. Gupta, Shivam & Justy, Théo & Kamboj, Shampy & Kumar, Ajay & Kristoffersen, Eivind, 2021. "Big data and firm marketing performance: Findings from knowledge-based view," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    4. Tuğba Yeğin & Muhammad Ikram, 2022. "Performance Evaluation of Green Furniture Brands in the Marketing 4.0 Period: An Integrated MCDM Approach," Sustainability, MDPI, vol. 14(17), pages 1-32, August.
    5. Atul Parvatiyar & Jagdish N. Sheth, 2021. "Toward an integrative theory of marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 432-445, December.
    6. Manfred Bruhn & Andrea Gröppel-Klein & Manfred Kirchgeorg, 2023. "Managerial marketing and behavioral marketing: when myths about marketing management and consumer behavior lead to a misconception of the discipline," Journal of Business Economics, Springer, vol. 93(6), pages 1055-1088, August.
    7. Tuğba Yeğin & Muhammad Ikram, 2022. "Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach," Sustainability, MDPI, vol. 14(18), pages 1-25, September.
    8. Shivam Gupta & Théo Justy & Shampy Kamboj & Ajay Kumar & Eivind Kristoffersen, 2021. "Big data and firm marketing performance: Findings from knowledge-based view," Post-Print hal-03609916, HAL.
    9. Arora, Anshu Saxena & Sivakumar, K. & Pavlou, Paul A., 2021. "Social capacitance: Leveraging absorptive capacity in the age of social media," Journal of Business Research, Elsevier, vol. 124(C), pages 342-356.

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