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Journal of Marketing
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A Statement of
Marketing Philosophy
MARKETING STAFF OF
THE OHIO STATE
UNIVERSITY
sense of purpose . . . a
philosophy of marketing
that such views are partial and can properly be understood and
evaluated only with reference to the broader process of which
they are a part.
43
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4444Journal
of
Marketing,
expansion of a body of classified and systematized knowledge and also with respect
to increasing application of scientific methods
to basic research and in decision making
processes within firms.
2. Marketing is both a formative influence and
an adaptive aspect of our culture. It is adaptive in the sense that business firms in the
Journal of Marketing,1965
January, 1965
January,
sense of purpose, clearly calling for high degrees of efficiency in functional responsibilities
and for the utilization of the most advanced
problem-solving methods so that the firm may
deliver to customers what they most want in
the best manner.
ing appropriate choices and decisions, recognizing its contribution to the social
marketing knowledge by such fields as ecoorder, or developing the knowledge and
nomics, psychology, sociology, anthropology,
perspective.
cultural ecology, demography, political scib. An understanding of the environment
ence, and history. Scholars and technicians
within which the marketing process is
from such disciplines, contributing new conbeing performed as illuminated by other
cepts, viewpoints, and methods to the study
social
disciplines.
and practice of marketing, have made notable
c.
Duly
considering
all points of view, with
contributions to marketing thought. At the
emphasis
on
consumer
or social welfare,
same time, marketing has had a significant
on the maximization or optimization of
impact upon the content and methods of
profit or efficiency in individual enterprises,
cognate disciplines.
and on relationships between social and
4. With expected continuing increases in popuacquisitive efficiency.
lation, productive capacity and living standards, marketing will become increasingly significant, by developing better means of
* ABOUT THE AUTHORS. This article is the result of the comenlarging and servicing markets, thereby enposite efforts of the following full-time marketing faculty of the
abling our economy to produce more and
Ohio State University: Robert Bartels, Theodore N. Beckman,
better goods and services. The ends served
W. Arthur Cullman, William R. Davidson, James H. Davis, Alton
by the marketing process are, hopefully, the
F. Doody, James F. Engel, Jimmie L. Heskett, Rate A. Howell,
more complete satisfaction of human, busi- Robert B. Miner, William M. Morgenroth, Louis W. Stern, and
James C. Yocum.
ness, and public wants, and at the same time
The material reproduced here was originally published as a
provision for the highest attainable degrees
pamphlet by the Bureau of Business Research in cooperation with
of utilization of our technological and human
the Department of Business Organization, College of Commerce
resources.
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