Marketing's Social dilemma
Gardon Wills
(Cranfield School of Management, UK.)
301
Abstract
Looks at the face of marketing in the light of today's society. Suggests that marketing professionals muse examine closely the social contract governing production and distribution of economic goods and services, in order not to alienate the new mere articulate customer.
Keywords
Citation
Wills, G. (1974), "Marketing's Social dilemma", European Journal of Marketing, Vol. 8 No. 1, pp. 4-14. https://doi.org/10.1108/EUM0000000005073
Publisher
:MCB UP Ltd
Copyright © 1974, MCB UP Limited