A Revised Approach to Marketing

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.


Subject(s):
Issue Date:
1968-03
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/9105
Published in:
Review of Marketing and Agricultural Economics, Volume 36, Number 01
Page range:
28-36
Total Pages:
9




 Record created 2017-04-01, last modified 2017-08-23

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