Marketing as production: The development of a concept
Journal of the Academy of Marketing Science · 1990 · Volume 18 · Issue 4
Abstract
The conventional view of marketing as somehow adding to the work of manufacturing is rooted in the concept of production as the creation of material attributes. A view of marketing as an integral part of a productive process generating “bundles of utilities” has a long history in economic analysis. This approach offers several advantages for marketing thought.
Keywords
Marketing, Political Economy, Marketing Activity, Austrian School, Conventional View
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