Societal marketing: A strategic view of the marketing mix in the 1970's

Journal of the Academy of Marketing Science · 1974 · Volume 2 · Issue 4

Abstract

The marketing environment has experienced dramatic changes in the late 1960's and the 1970's. This article deals with the design of the marketing mix in the 1970's to meet the demand of its changing environment. It encompasses a conprehensive review of the marketing literature pertinent to the subject.

Keywords

Marketing, Social Responsibility, Harvard Business Review, Physical Product, Consumer Education

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