Has the marketing concept returned to the United States?

Abstract

Examines the renewed interest and application of the marketing concept in the United States. Argues that recent interest is the result of a decline in corporate America and the emergence of Japanese competition, signalling America′s refocus on customer needs, internal needs, and vendor relations. Calls for continued use of the marketing concept in American industry.

Citation

Ryan, E.J. (1989), "Has the marketing concept returned to the United States?", Journal of Business & Industrial Marketing, Vol. 4 No. 2, pp. 61-63. https://doi.org/10.1108/EUM0000000002732