Fiche du document
3 avril 2013
- handle: 10670/1.w1uhgw
- isbn: 9782874631191
- eisbn: 9782875581839
https://www.openedition.org/12554 , info:eu-repo/semantics/openAccess
Mots-clés
Internet marché marketing globalisation économique économie de marché trade economics globalisation Internet marketing Business, Finance BUS090010 KJESujets proches
Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketingCiter ce document
Jean-Jacques Lambin, « Chapter 1. Traditional marketing revisited », Presses universitaires de Louvain, ID : 10670/1.w1uhgw
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Résumé
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...