Marketing and research today (August 1991)

Date of publication: August 1, 1991

Author: ESOMAR B.V.


For over thirty years the marketing discipline's self-concept has been dominated by 'the marketing concept' - the conviction that the purpose of the organization is to 'create satisfied customers'. In fact, the real purpose is control and when looked at in this light it may be that the whole marketing concept and process need to be re-evaluated.

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