Broadening the Concept of Marketing. Too Far

THE article by Philip Kotler and Sidney Levy in the January 1969 JOURNAL OF MARKETING is intriguing and imaginative.1 It also is based on premises which may lead to confusion regarding the essential nature of marketing. Further, it suggests a disparaging attitude toward the social benefits of our professional field. When such views are propounded by prominent authors, their un­ critical acceptance seems likely. Therefore, one who vigorously (although respectfully) disagrees should voice his contrary opinions.