Elsevier

Business Horizons

Volume 12, Issue 6, December 1969, Pages 29-38
Business Horizons

Article
The human concept: New philosophy for business: Marketing concept outmoded today

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Abstract

The marketing concept has served business well in the postwar years as a basic corporate philosophy. However, indications abound that business is entering a new era in which unprecedented human and social demands will be made upon it. The perspectives of the marketing concept are too limited to cope with such pressures, and indeed it appears that a new and broader philosophy has gradually evolved in a number of progressive business enterprises. The author describes this as the “human concept,” and argues that its general acceptance by the business community could have tremendous significance for human progress as well as for the future of business.

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There are more references available in the full text version of this article.

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1

Mr. Dawson is a faculty member in the Department of Marketing at Northeastern University.

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