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Aggregate Consumer Satisfaction: The Telos of Marketing

The Telos of Marketing


  • Val Larsen James Madison University
  • Newell Wright North Dakota State University


The purpose of this article is to propose a general theory of marketing grounded in consumer satisfaction.

The article reviews past definitions of marketing and key concepts applicable to the definition of marketing. It suggests that marketing is a discipline that has as its telos the sustainable optimization of aggregate consumer satisfaction.

Author Biography

Val Larsen, James Madison University

Professor of Marketing

Department of Marketing




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