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Review of Marketing and Agricultural Economics >
Volume 36, Number 01, March 1968 >
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http://purl.umn.edu/9105
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| Title: | A Revised Approach to Marketing |
| Authors: | Phillips, John |
| Issue Date: | 1968-03 |
| 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. |
| URI: | http://purl.umn.edu/9105 |
| Institution/Association: | Review of Marketing and Agricultural Economics>Volume 36, Number 01, March 1968 |
| Total Pages: | 9 |
| Language: | English |
| From Page: | 28 |
| To Page: | 36 |
| Collections: | Volume 36, Number 01, March 1968
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| 36010028.pdf | 381Kb | PDF | View/Open |
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