Elevating marketing: marketing is dead! Long live marketing

Marketing must be elevated to a higher level of consciousness. A consciousness that grows beyond solving small, immediate problems to addressing long-term, large problems that goes beyond individual customer satisfaction and short-term financial performance to encompass the total value creation syst...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2013-07, Vol.41 (4), p.389-399
Main Authors: Webster, Frederick E., Lusch, Robert F.
Format: Article
Language:English
Subjects:
Academic disciplines
Business and Management
Conceptual/Theoretical Paper
Consciousness
Consumers
Cost control
Customer satisfaction
Decision making
Economic value added
Market economies
Marketing
New Deal
Public policy
Self interest
Social Sciences
Society
Standard of living
Studies
Value creation
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