Proposal for a New Approach to Marketing in Economic Science

Abstract

Investigates underlying tension between the individual's claims and the demands of human society, exemplified by discussion about individual wealth on the one hand and neglect of common tasks on the other hand. Compares economy as a supply system using the ‘naked ape’ comparison to add emphasis and giving a scientific viewpoint on proceedings and outcomes. Discusses the economic supply systems and gives examples using thirst as a problem to be solved on a group basis. Looks at economy as a connection of systems, a new approach, ergo as a supply‐mix. Explains marketing as a term from the view of either offerers' or demanders' problems with the respective opposite number in the market. Finalises that marketing, as a solution to problems developed by man in order to influence other people, contains a basic problem common to all human systems — it will show time and time again attempts to cheat others with improper use of procedures.

Citation

Meyer, P.W. (1978), "Proposal for a New Approach to Marketing in Economic Science", European Journal of Marketing, Vol. 12 No. 6, pp. 436-450. https://doi.org/10.1108/EUM0000000004976