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).

Comments

This is an unpublished manuscript.

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Date Posted: 15 June 2018