International Journal of Advanced Research and Publications (2456-9992)

Evaluation Of Kotler And Levy Published Research Work For Broadening The Concept Of Marketing

Volume 2 - Issue 2, February 2018 Edition
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Author(s)
Naeem Shah, Naushad Khan, Ikramul Haq
Keywords
Evaluation, Kotler and Levy Reseach Work, For Broadening the Concept of Marketing
Abstract
Marketing is a process which start from the demand of the commodity and end to reach consumer table. It play key role in the development of the world. Seeing to its scope the present study was conducted and the major objective was that to see the Kotler and Levy research work published in 1969. The present efforts launched to review the situation that how much really the Kotlerian thoughts have helped in moving the boundaries and limits of marketing subject from what it was in 1969 era. The present study aimed to answer the questions about the role played by the article published in 1969 in expanding the territorial limits of the marketing discipline. This study explained that how the published article contributed to the general discussion on the role of Kotlerian thoughts in expanding the limits of marketing. Thus, it will explore through: 1) How has been the work of the article in question applied since it is published, 2) How far has it been extended marketing boundaries and 3) What impact the Kotler and Levy work has on the field of marketing and consumer behavior? As is evident from the historical traces that the Kotler and Levy article of great marketing fame was published almost 44 years ago (1969) in the United States of America, in the renowned Journal of Marketing in its Volume(1)33 at pages 10 – 15 under the caption “Broadening the Concept of Marketing”. A number of artifacts motivated the authors to evaluate the Kotler & Levy’s article. However, the prominent of these factors are; a number of published materials on marketing issues the authors came across until now; one way or the other, this article has been referred to in all these works. Secondly, authors’ personal observations and feelings are that this paper really played the role of a stone thrown in a pond of water that creates waves reaching to the outer extremes of the pond. So in contemporary world marketing is everywhere; it starts as early as perceiving some thing economical and it transpires when the good or service is utilized by end-users/consumers. Furthermore, Johan Arndt article, “How Broad Should the Marketing Concept Be?”, published in 1978, the authors drew the conclusion that the Kotler and Levy work really has contributed a lot and because of their work now the territorial outskirts of the marketing discipline are reaching out to new limits. Personally, to the authors marketing subject is the sky of commercial world and like the divine sky marketing too does not have any limits. All this made possible because of the spadework done by the Kotler and Levy’s article, “Broadening the Concept of Marketing” published in the renowned marketing journal in 1969 and seconded by a huge community of researchers who constitute the Kotlerian School of thoughts. Today marketing subject covers every aspect from buzz marketing to societal marketing and credit goes to Kotler and Levy.
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