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Redefining marketing : self-interest, altruism and solidarity


Redefining marketing : self-interest, altruism and solidarity

Gottheil, Allen (1996) Redefining marketing : self-interest, altruism and solidarity. Masters thesis, Concordia University.

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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 marketing situations. Hence, a new definition of marketing based on behaviour change is proposed. Contemporary research on altruism and solidarity is reviewed. Some marketing issues are considered in a trade union context in order to illustrate how altruism, solidarity and a new definition of marketing may better describe, explain, predict and control relevant marketing phenomena.

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Gottheil, Allen
Pagination:vi, 283 leaves ; 29 cm.
Institution:Concordia University
Degree Name:Theses (M.Sc.Admin.)
Program:Faculty of Commerce and Administration
Thesis Supervisor(s):Lavack, Anne M
ID Code:183
Deposited By: Concordia University Library
Deposited On:27 Aug 2009 17:10
Last Modified:18 Jan 2018 17:13
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