A Revised Approach to Marketing

John Phillips

Review of Marketing and Agricultural Economics, 1968, vol. 36, issue 01, 9

Abstract: 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.

Keywords: Marketing (search for similar items in EconPapers)
Date: 1968
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Persistent link: https://EconPapers.repec.org/RePEc:ags:remaae:9105

DOI: 10.22004/ag.econ.9105

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