Management School Key Concept Overview The Marketing Concept - Defined or Re-defined? KMGT 679 Managing Marketing in a Changing World Week 1 2015

commercial obligations and address consumers’ societal concerns.

When writing your response, you should synthesise the theory with real-world experience and use examples of the theories in action in a real organisation about which you have read or one in which you have worked.

Be sure to read over your Key Concept Exercise before submitting it to your Instructor. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.

.References;

Desmond, J. (2013) ‘A modest proposal: a response to the marketing challenges presented by the crisis confronting humanity in respect to the requirement to feed nine billion by 2050’, Journal of Marketing Management, 29 (13), pp.1631-1643.

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Gamble, J., Gilmore, A., McCartan-Quinn, D. & Durkan, P. (2011) ‘The marketing concept in the 21st century: a review of how marketing has been defined since the 1960s’, Marketing Review, 11 (3), pp.227-248.

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Grundey, D. (2010) ‘The marketing philosophy and challenges for the new millennium’, Scientific Bulletin – Economic Sciences, 9 (15), pp.169-180.

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Zeng, F., Li, J., Zhu, H., Cai, Z. & Li, P. (2013) ‘How international firms conduct societal marketing in emerging markets: an empirical test in China’, Management International Review (MIR), 53 (6), pp.841-868.

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