Date of this Version
The recent emphasis on consumers as the raison d'etre of the business firm has led marketers to neglect or deemphasize the roles of the other participants in the marketing system. Yet, an understanding of the marketing system requires the development of a comprehensive marketing model focusing on the consumers, distributive institutions, manufacturers, and other participants involved in the marketing of the given product(s).
Goodman, C. S., & Wind, J. (1968). The Use of Interacting Marketing Models as Framework for Research. Retrieved from https://repository.upenn.edu/marketing_papers/246
Date Posted: 15 June 2018