Kotler, Philip and Sidney J. Levy. (Broadening the Concept of Marketing.( Journal of Marketing 33 (January 1969): 10-15.
Can marketing principles be applied to areas other than just product marketing? That(s the issue that the authors take on in this article, written in the late 60s when marketing still focused primarily on products. Kotler and Levy examine the increase in organizational marketing that occurred during the 1960s, and conclude that the principles of product marketing can be applied to other areas of business.
The authors find that there are many types of organizations beyond the traditional manufacturing company which can benefit from marketing and management skills originally developed for other industries. They cite unions, government departments, religious organizations and charitable groups as examples, and find that the management skills required in these groups do not differ significantly from the skills required in traditional business groups. As a result, the authors conclude that applying marketing concepts to organizations should produce favorable results.
Looking at this article 25 years later, one finds the authors perceptive in their approach. Businesses have taken on the concept that there are many types of (customers,( and that products can be broadened to include nontangible offerings such as services. The principles that the authors speak of as being applicable to other organizations have indeed been successfully applied outside traditional business.
Zaltman, Gerald and Ilan Vertinsky. (Health Service Marketing: A Suggested Model.( Journal of Marketing 35 (July 1971): 19-27.
In this article, the authors suggest that marketing principles can and should be applied to other areas than traditional business organizations, including and especially the health-related industries. Zaltman and Vertinsky find that companies can engage in (social marketing,( which they define as the progr...