Abstract

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.