Buying Is Marketing Too!

Philip Kotler · Sidney J. Levy

94 citations0/0 files storedJournal of Marketing

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Marketing and Advertising Strategies Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

Marketing is widely viewed as a subject serving the interest of sellers. Buyers are typically studied from the perspective of helping sellers achieve their objectives. Earlier students of marketing studied both parties to the market transaction and how each pursued their marketing advantage. The buyer has a broad range of marketing strategies available to increase the chances of consummating the desired transaction. This article attempts to restore interest among marketing practitioners and scholars in the objectives and strategies of the buyer.

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1996Political marketing and the marketing concept 2010Symbolism in Marketing Systems 2018Assessing the relationship between market orientation and business performance in the hotel industry – the mediating role of service quality 2011Philip Kotler's Contributions to Marketing Theory and Practice 2011Outsourcing and its implications for market success: negative curvilinearity, firm resources, and competition 2004Global procurement of service activities by service firms 2004Seven Reasons Why Marketing Practitioners Should Ignore Marketing Academic Research 1976Exploring Environmental Influences in Organizational Buying

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