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       Review of Marketing and Agricultural Economics (preceeding title: Monthly Marketing Review) >
          Volume 36, Number 01, March 1968 >

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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.
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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