Journal Article

A generic concept of marketing

Marketing Management (1998) 7(3) 48
DOI: 10.1177/002224297203600209
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Abstract

Broaden marketing's focus to include an organization's transactions with all of its publics.

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APA

Kotler, P. (1998). A generic concept of marketing. Marketing Management, 7(3), 48. https://doi.org/10.1177/002224297203600209

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