| Título: | A Revised Approach to Marketing |
| Autores: | Phillips, John |
| Fecha: |
2007-07-27 2007-07-27 1968-03 |
| Publicador: | AgEcon |
| Fuente: |
 |
| Tipo: | Journal Article |
| Tema: | Marketing |
| Descripción: | This paper is primarily a plea for a reorientation of marketing research. It is demonstrated that the current concept of marketing is unsatisfactory from an analytical point of view and a reformulation in terms of information is put forward. Information-getting is shown to be a vital aspect of economic activity and one to which a considerable proportion of total resources must be devoted. It is maintained that marketing research should be directed towards this aspect. As a first step in this direction, a partial equilibrium model of information resource use is delineated. Finally, some specific implications of this approach for research are presented. |
| Idioma: |
English en |
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