Extending the marketing concept

Marketing ◽  
1983 ◽  
pp. 359-370 ◽  
Author(s):  
Michael J. Baker ◽  
A. J. Brown ◽  
Douglas Brownlie ◽  
Keith Crosier ◽  
Jennifer L. Drayton ◽  
...  
Keyword(s):  
Marketing Concept

SUBJECTS AND OBJECTS OF PUBLIC MARKETING

2018 ◽  
Vol 1 (12) ◽  
pp. 260-270
Author(s):  
Yevgeny Victorovich Romat ◽  
Yury Volodimirovich Havrilechko
Keyword(s):  
Public Administration ◽  
Municipal Government ◽  
Executive Power ◽  
Marketing Concept ◽  
Public Authorities ◽  
Public Marketing ◽  
The Public ◽  
State Management ◽  
Management Concepts ◽  
The Subject

The article is devoted to research of theoretical problems of the concepts of the subject and object of public marketing. The definitions of these concepts are considered in the article, the evolution of their development is studied. The article provides an analysis of the main approaches to the notion of subjects and objects of public marketing, their relationship and role in the processes of public marketing. The authors proposes concrete approaches to their systematization. These approaches allow us to identify specific types of public marketing and their main characteristics. Relying on the analysis of the concept of “subject of public (state) management”, it is concluded that as bodies of state marketing, most often act as executive bodies of state power. In this case, the following levels of marketing subjects in the system of public administration are allocated: the highest level of executive power; Branch central bodies of executive power; Local government bodies; Separate government agencies. It is noted that the diversity of subjects of public marketing is explained, first of all, by the dependence on the tasks of the state and municipal government, the possibilities of introducing the marketing concept of these subjects and certain characteristics of the said objects of state marketing. It is noted that the concept of “subject of public marketing” is not always the identical notion of “subject of public administration”. First, not all public authorities are subjects of state marketing. In some cases, this is not appropriate, for example, in the activities of the Ministry of Defense of Ukraine or the Ministry of Internal Affairs of Ukraine. Secondly, state marketing is just one of many alternative management concepts, which is not always the most effective in the public administration system.

Exit ‘marketing concept’—Enter ‘competitive concept’

1987 ◽  
Vol 20 (4) ◽  
pp. 126
Author(s):  
I. Gordon
Keyword(s):  
Marketing Concept

Marketing Concept and Customer Orientation

1986 ◽  
Vol 20 (10) ◽  
pp. 18-23 ◽  
Author(s):  
Roger Dickinson ◽  
Anthony Herbst ◽  
John O’Shaughnessy
Keyword(s):  
Customer Orientation ◽  
Marketing Concept

Revising and implementing the marketing concept as it applies to tourism

1990 ◽  
Vol 11 (3) ◽  
pp. 195-205 ◽  
Author(s):  
K.Michael Haywood
Keyword(s):  
Marketing Concept

MARKETING ASPECTS IN THE OPERATIONS OF THE VELEBIT NATURE PARK

2009 ◽  
Vol 15 (1) ◽  
pp. 49-60
Author(s):  
Branka Berc Radisic ◽  
Lorena Bašan ◽  
Diana Bokulić
Keyword(s):  
Management Plan ◽  
Park Management ◽  
Marketing Concept ◽  
Tourism Marketing ◽  
Tourism Sector ◽  
Marketing Activities ◽  
Nature Park

The application of marketing in tourism involves marketing activities undertaken by all producers that are in any way connected to selling their products on the tourist market, as a means of earning revenue. Tourism marketing calls for a marketing concept to be implemented in companies in the tourism sector and other tourism-supply providers. Upon the adoption of the Management Plan of the Velebit Nature Park, a marketing concept, as an element of efficient park management, must be employed to help ensure the prosperity of Park operations in all areas and across all levels.

scholarly journals Consumerism, the Nigeria Experience: Study of the Food and Drink Industries 1980-2012

2013 ◽  
Vol 1 (2) ◽  
pp. 18 ◽  
Author(s):  
A. E. Ndu Oko ◽  
Osuagwu Linus
Keyword(s):  
Consumer Welfare ◽  
High Price ◽  
Marketing Concept ◽  
Specific Interest ◽  
Statistical Tool ◽  
Environmental Standard ◽  
Active Nature ◽  
Standard Solution ◽  
Food And Drink ◽  
The Impact

The work is an evaluation of consumerism activities in Nigeria with specific interest in the food and drink industries. It considered the growth and challenges to consumerism, the impact of the non-active nature of consumerism on the health and environmental standard of the country. Data generated based on the use of sets questionnaire were analyzed using analysis of variance statistical tool. Findings include that the inactive nature of consumerism in Nigeria contributes significantly to the exploitative attitude of manufacturers, explicitly through high price of products and implicitly by the debasement of the environment through improper management of residues (waste), resulting to poor health and environmental standard. Solution among others is that firms by suasion should be encouraged to adopt marketing concept philosophies, principles, policies and strategies for the maximization of corporate goal, consumer welfare (satisfaction) and macro economic development of the society.

scholarly journals Sustainable practices through green guerrilla marketing – an innovative approach

2017 ◽  
Vol 8 (2) ◽  
pp. 61 ◽  
Author(s):  
Harshita Gupta ◽  
Saumya Singh
Keyword(s):  
Sustainable Development ◽  
Vietnam War ◽  
Guerrilla Warfare ◽  
Marketing Concept ◽  
Socially Responsible ◽  
The Sustainable Development ◽  
Customer Base ◽  
Guerrilla Marketing ◽  
The 1960S ◽  
Near Future

Sustainability is the need of the hour. Organizations that align the interests of all their stakeholders – customers, investors and employees are considered to act for sustainable development. But some of the organizations compromise to this fact. They are rather busy exploiting the resources. Bluffing the customers for making quick profits has become a prevalent notion. Amidst all these selfish motives, they tend to forget about the repercussions which we and our planet may endure as a whole in near future. There are many evidences when responsible companies have proved themselves performing better in the long run.Green Guerrilla Marketing is an innovative concept, trying to figure out various ways to successfully market the products and at the same time acting ethically and socially responsible towards the sustainable development. It revolves around being conscious about 3Ps which are People, Profits and Planet. Guerrilla Marketing is an unconventional marketing strategy that focuses on attracting huge customer base with least amount of cost involved. Roots of Guerrilla Marketing can be traced to guerrilla warfare that was off-center warfare technique using unusual tactics by the armed civilians during Vietnam War in the 1960s. Since then this marketing concept has attracted many business houses. So far, Guerrilla Marketing was considered only as a creative tool for promoting ones’ product and services but now it can be seen as a responsible tool as well, which works toward a better society at large under the broad head of Green Guerrilla Marketing. Therefore, the paper is a pioneer attempt in understanding the potential of Green Guerrilla Marketing in the light of both sustainability and innovation at the same time. Also, it discusses various guerrilla techniques to market the products ethically without compromising on the profits. In the end, the paper also evaluates the examples to examine the concept.

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