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A new concept of marketing

Date of publication: June 15, 1959

Catalogue: ESOMAR/WAPOR Congress 1959

Author: Bartolo Mardessich

Abstract:

In this paper I would like to examine; what is really new in this new concept of marketing; to suggest a revision of the traditional approaches to the study of marketing; to show the organizational changes effected by the new trend in management thinking; and, finally, to focus the role of marketing research.

Bartolo Mardessich

Author

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Citation

Mardessich, B. (1959a, June 15). A new concept of marketing. ANA - ESOMAR. Retrieved March 25, 2025, from


https://ana.esomar.org/documents/a-new-concept-of-marketing