Marketing Principles

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 tra

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k, Any Action?( Health Care Management Review 12 (Winter 1987): 31-36. Clarke and Shyavitz observe that a number of health care professionals talk about marketing programs, and many even seek information about marketing in the health care industry. However, they find that there can be a substantial discrepancy between the action that actually goes into marketing in the industry and the talk that surrounds it. The authors examine three key areas (marketing departments, marketing plans and marketing practice) and conclude that there is considerable room for improvement. The authors find that the basic marketing concept of exchange between provider and target market is a valid one for the health care industry, even in its nonprofit environment. Where profit organizations exist to reap monetary reward for their product, nonprofit organizations fulfill special needs, but still do so through the medium of exchange. The authors call for increased sophistication in marketing programs in the health care industry, including increased education of health care workers and a recognition that competition in the health care industry currently exists and is growing. As such competition increases, the authors expect that the need for mark
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Approximate Word count = 3451
Approximate Pages = 14 (250 words per page)

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