About this document
Expanding Marketing Beyond Business by Eduardo García is a document available to read on EtoBox.
Marketing is a pervasive societal activity that goes beyond traditional business contexts. The authors interpret marketing functions such as product development, pricing, distribution, and communication for non-business organizations. They consider whether traditional marketing principles are transferable to organizations, persons, and ideas. Examples discussed include police departments improving community relations, anti-smoking groups marketing their cause, and museums broadening their appeal.
- Author
- Eduardo García
- Language
- EN