Marketing Papers
Document Type
Working Paper
Date of this Version
5-1968
Abstract
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).
Recommended Citation
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
Included in
Business Administration, Management, and Operations Commons, Business Analytics Commons, Business Intelligence Commons, Marketing Commons, Statistics and Probability Commons
Date Posted: 15 June 2018
Comments
This is an unpublished manuscript.