| Registro completo |
| Provedor de dados: |
AgEcon
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| País: |
United States
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| Título: |
A Revised Approach to Marketing
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| Autores: |
Phillips, John
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| Data: |
2007-07-27
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| Ano: |
1968
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| Palavras-chave: |
Marketing
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| Resumo: |
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.
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| Tipo: |
Journal Article
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| Idioma: |
Inglês
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| Identificador: |
26981
http://purl.umn.edu/9105
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| Editor: |
AgEcon Search
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| Relação: |
Review of Marketing and Agricultural Economics>Volume 36, Number 01, March 1968
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| Formato: |
9
application/pdf
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