This is an outdated version published on 2021-02-24. Read the most recent version.

Aggregate Consumer Satisfaction: The Telos of Marketing

The Telos of Marketing

Authors

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

Abstract

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

Published

2021-02-24

Versions

Issue

Vol. 33 (2020): The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

Section

Journal Articles

License

Each volume is copyrighted by Consumer Satisfaction, Dissatisfaction and Complaining Behavior. We encourage authors to submit published articles to research aggregators such as researchgate.net or academia.edu. You may use the PDF files from the published journal for submission to these aggregators.

Most read articles by the same author(s)

1 2 > >>