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Consumerism and the broadened marketing concept

by: Andreasen, Alan R., 1934-; University of Illinois at Urbana-Champaign. College of Commerce and Business Administration

Publication date: 1978

Topics: Marketing, Consumers

Publisher: [Urbana, Ill.] : College of Commerce and Business Administration, University of Illinois at Urbana-Champaign

Collection: university_of_illinois_urbana-champaign; americana

Contributor: University of Illinois Urbana-Champaign

Language: English

Volume: BEBR No. 490

Includes bibliographical references (leaves 17-19)

"As marketing moves into new broadened domains, it risks the criticism and public disfavor that dogs it in its traditional business milieu. This paper explores several alternative measures of consumer and practitioner satisfaction in one of these broadened domains, health care. It argues that evaluations of the outcomes and process of marketing are essential if marketing's past life cycle is not to repeat itself in this new area."