Marketing's Changing Social Relationships

Lazer, William
April 1996
Marketing Management;Spring96, Vol. 5 Issue 1, p52
In each issue of MARKETING MANAGEMENT we reprint an edited version of an article from one of our sister publications. This article, from the January 1969 issue of the Journal of Marketing, deals with marketing's boundaries. Lazer, professor emeritus of Michigan State University, is Principal of Lazer Associates International in Boca Raton, Fla. "In contemporary societies around the world," he recently told MARKETING MANAGEMENT, "marketing has been accepted as an important social institution both because of the societal impact of marketing decisions and marketing's strategic role in nonprofit endeavors." INSET: EXECUTIVE BRIEFING.


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