Rethinking Kotler and Levy's Legacy
Published online on March 06, 2026
Abstract
Journal of Macromarketing, Volume 46, Issue 2, Page 197-205, June 2026.
Marketing scholarship has long drawn on “Broadening the Concept of Marketing” by Philip Kotler and Sidney J. Levy (1969) call to broaden the concept of marketing beyond commercial exchange. While this intervention significantly expanded the field's scope ...
Marketing scholarship has long drawn on “Broadening the Concept of Marketing” by Philip Kotler and Sidney J. Levy (1969) call to broaden the concept of marketing beyond commercial exchange. While this intervention significantly expanded the field's scope ...