Ditemukan 1 dokumen yang sesuai dengan query
Adi Zakaria Afiff
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For years marketing concept as the basic philosophy in marketing has been widely accepted by many marketing and business practioners. However, in 2003, the well known marketing scholar Philip Kotler introduced a new philosophy of marketing in his famous marketing management textbook. This article then try to trace the history of the new philosophy and answer the qutestion of whether the new philosophy can replace the previous marketing concept. Relating the customer concept philosophy to ...
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2006
MUIN-XXXV-1-Jan2006-3
Artikel Jurnal Universitas Indonesia Library
