Aggregate Consumer Satisfaction: The Telos of Marketing
The Telos of Marketing
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.
- 2021-12-22 (2)
- 2021-02-24 (1)
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