publication . Book . 2013

Chapter 1. Traditional marketing revisited

Lambin, Jean-Jacques;
Open Access English
  • Published: 03 Apr 2013
The objective of this chapter is to review the traditional marketing concept and to analyse its main ambiguities as presented in popular textbooks. The traditional marketing management model placing heavy emphasis of the marketing mix is in fact a supply-driven approach of the market, using the understanding of consumers’ needs to mould demand to the requirements of supply, instead of adapting supply to the expectations of demand. To clarify the true role of marketing, a distinction is made b...
free text keywords: Internet, marché, marketing, globalisation économique, économie de marché, Business, Finance, BUS090010, KJE
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Book . 2013
Provider: OpenEdition
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