Redefining marketing : self-interest, altruism and solidarity
Exchange is argued to be a flawed foundation upon which to build a definition of marketing. 'Homo economicus' is rejected, while altruism and solidarity are affirmed to be highly significant motivations in understanding and influencing the behaviour of target publics in certain nonbusiness...
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1996
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| Online Access: | http://spectrum.library.concordia.ca/183/1/MQ25993.pdf Gottheil, Allen <http://spectrum.library.concordia.ca/view/creators/Gottheil=3AAllen=3A=3A.html> (1996) Redefining marketing : self-interest, altruism and solidarity. Masters thesis, Concordia University. |