Abstract
The literature of marketing and economic development has been substantial though it has not lead to the recognition of the role marketing should play in economic development. The paper reviews some of the central issues which have thwarted the development of marketing’s role in this important process. A central thesis of this discussion is that marketing’s failure to be as prominent in economic development stems from the lack of work in the development of theories of change which can be linked to the models of economic development. While not all of the arguments have been fully developed, it is hoped that the ideas presented will stimulate discussion of what should be undertaken if marketing is to take its proper place in the process of economic development.
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Savitt, R. (2015). Some Conceptual Issues between Marketing Change and Economic Development. In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_33
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DOI: https://doi.org/10.1007/978-3-319-16973-6_33
Publisher Name: Springer, Cham
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