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Marketing as production: The development of a concept

Marketing as production: The development of a concept Abstract The conventional view of marketing as somehow adding to the work of manufacturing is rooted in the concept of production as the creation of material attributes. A view of marketing as an integral part of a productive process generating “bundles of utilities” has a long history in economic analysis. This approach offers several advantages for marketing thought. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Marketing as production: The development of a concept

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References (30)

Publisher
Springer Journals
Copyright
1990 Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02723919
Publisher site
See Article on Publisher Site

Abstract

Abstract The conventional view of marketing as somehow adding to the work of manufacturing is rooted in the concept of production as the creation of material attributes. A view of marketing as an integral part of a productive process generating “bundles of utilities” has a long history in economic analysis. This approach offers several advantages for marketing thought.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Sep 1, 1990

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