The Changing Concept of Marketing: American and British Viewpoints

Bartels, R. , "The Identity Crisis in Marketing," Journal of Marketing , 38, October 1974, 73.

ibid.

[3]

See for example:

Kotler, P. and Levy, S.J. , "Broadening the Concept of Marketing," Journal of Marketirtg , 33, January 1969, 10-15, and

Kotler, P. , "A Generic Concept of Marketing," Journal of Marketing , 36, April 1972, 46-54.

Luck, D.J. , "Broadening the Concept of Marketing — Too Far," Journal of Marketing, 33, July 1969, 54.

Nickels, W.G. , "Conceptual Conflicts in Marketing," Journal of Economics and Business, 27, Winter 1974, 140-3.

Kelley, E.J. , Marketing: Strategy and Functions, Prentice Hall Foundation in Marketing Series, Englewood Cliffs, N.J., Prentice Hall, 1965, 28-9.

Rodger, L.W. , Marketing Concepts and Strategies in the Coming Decade, London, Cassell/Associated Business Programmes Ltd., 1973, 25.

Wills, G.S.C. , Contemporary Marketing, London, Pitman Publishing, 1971, 22.

ibid., citing Alexander, R.S. , Surface, F.M. , Elder, R.F. , and Alderson , W. , Marketing, New York, Ginn & Co., 1940.

McNamara, C.P. , "The Present Status of the Marketing Concept ," Journal of Marketing, 36, January 1972, 50-7.

Wills, G.S.C. and Hayhurst, R. , Organizational Designs for Marketing Futures , London, George Allen and Unwin Ltd., 1972, 89-134.

McNamara , Op. Cit., 56-7.

Wills and Hayhurst , op. cit., 133 and Appendix 3, 209-10.

Rodger , op. cit., 26.

Davidson, J.H. , Offensive Marketing — or how to make your competitors followers, London, Cassell, 1972, 3.

Wills , op. cit., 23.

Smith, A.D. , The Measurement and Interpretation of Service Output Changes, London, NEDO, 1972, 10.

George, W.R. and Barksdale, H.C. , "Marketing Activities in the Service Industries ," Journal of Marketing, 38, October 1974, 65.

See for example: Badoc, M. , "Banks New Marketing Wave," European Business, Autumn 1974, 47-56; Davies, D.G. , "Marketing Financial Services: A Review," European Journal of Marketing , 8, Spring 1974, 83-8; Reekie, W.D. , "Marketing in Banking," Bankers Magazine, August, and September, 1972; Soenen, L.A. , "Locating Bank Branches," Industrial Marketing Management, 3, July 1974, 211-25; Wills, G.S.C. , "The Marketing Design of Life Assurance Proposals," British Journal of Marketing, 1, Autumn 1967, 21-8.

Wesil, D. , "Marketing the Post Office," Journal of General Management, 1, Autumn, 1974, 29-35.

Fulop, C. , "The Marketing of Placement Services," European Journal of Marketirtg, 6, Summer 1972, 87-97.

Hovell, P.J. , "Some Organizational Problems Facing the Marketing Function in Metropolitan Passenger Transport Executives, with special reference to the main English conurbations" in Lawrence, R. J. (ed.), Marketing as a Non-American Activity, Proceedings: Marketing Education Group Conference, Lancaster , 1974, 85-107; and, "Applying the Marketing Concept to Public Transport Planning," British Journal of Marketing , 3, Autumn 1969, 152-63.

Wilson, A. , The Marketing of Professional Services, New York, McGraw-Hill, 1972.

See for example: Parker, D.M. , The Marketing of Services, Seattle, Bureau of Business Research, University of Washington, 1960; and McDowell, W.J. , "The Marketing of Consumer Services" in Dissertation Abstracts, 13, Ann Abor; University Microfilm 1953.

Blois, K.J. , "The Marketing of Services: An Approach," European Journal of Marketing, 8, Summer 1974, 139.

George and Barksdale , Op. cit., 65-70.

ibid., 70.

Blois , op. cit., 141.

See reference 3, 10.

See reference 3, 46.

See Journal of Marketing, 35, July 1971. Mindak, W.A. and Bybee, H.M. , "Marketings Application to Fund Raising ," 13-18; Farley, J.U. and Leavitt, H.J. , "Marketing and Population Problems," 28-33; Zaltman, G. and Vertinsky, I. , "Health Service Marketing: A Suggested Model," 19-27.

El-Ansary, A.I. and Kramer, 0. E. , "Social Marketing: The Family Planning Experience ," Journal of Marketing, 37, July 1973, 1-7.

Shapiro, B.P. , "Marketing for Non Profit Organizations ," Harvard Business Review, 51, September-October 1973, 132.

Snell, G.S. , "The Charity Management Consultant," Social Science Quarterly, Spring 1972, 127.

Thomas, D. , "The Finances of Charity," Management Today, September 1971, 49.

ibid., 56.

Shapiro , op. cit., 123-32.

Marks, S. , "Soft Sell for Salvation," Marketing, January 1972, 18.

ibid., 58.

Adair, J. , "Formulating Strategy in the Church of England ," Journal of Business Policy, 3, Summer 1973, 3.

Lyons, H.W. , "A Role for Marketing Intelligence in Computer-Based Management Information Systems, with a Practical Application to Catering" in Lawrence, R. J. (ed.), Marketing as a Non-American Activity, Proceedings, Marketing Education Group Conference, Lancaster, 1974, 131-41.

See reference 3.

Sweeney, D.J. , "Marketing: Management Technology or Social Process?", Journal of Marketing, 36, October 1972, 3-10.

ibid., 4.

ibid., 10.

ibid.,5.

Lazer, W. , "Marketing's Changing Social Relationships ," Journal of Marketing, 33, January 1969, 9.

See for example: Wadinambiaratchi ; G. , "Channels of Distribution in Developing Countries," in Mallen, B. (ed.), The Marketing Channel — A Conceptual Viewpoint, New York, Wiley, 1967, 41-9. A contrasting view is expressed in Douglas, S.P. , "Patterns and Parallels of Marketing in Several Countries," MSU Business Topics, Spring 1971, 38-48.

Kotler , op. cit., 48.

Luck, D.J. , "Social Marketing: Confusion Confounded," Journal of Marketing, 38, October 1974, 72.

ibid., 71.

Sweeney , op. cit., 4.

Johnson, J.A. , "Marketing: A Provocation," Management Decision, 11, Spring 1973, 4.

RossoN, P.J. , "Systems Theory and Marketing Analysis," Marketing Forum, 1975, in press.

Johnson , op. cit., 7.

ibid., 6-7.

Emery, F.E. and Trist, E.L. , "The Causal Texture of Organizational Environments ," Human Relations, 18, 1965, 21-31.

Schon, D. , Technology and Change, London, Pergamon Press, 1967.

Spillard, P. , "The Content of Marketing Courses. Where Do we Stand if Anywhere?" in Lawrence, R. J. (ed.), Marketing as a Non-American Activity, Proceedings, Marketing Education Group Conference, Lancaster, 1974, 221-2.

ibid, 223.

See for example: Westwood, D. , "Marketing Planning: The Impact of the New Technology," European Research, November, 1974, 232-42; and Faivre, J.P. and Palmer, J. , "The Information Processing Theory of Consumer Behaviour," European Research, November 1973, 231-40.

Luck , "Broadening the Concept of Marketing: Too Far," op. cit., 54.

Wills , op. cit., 23.

Townsend, R. , Up the Organization, London, Book Club Associates, 1970, 98.