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Marketing extends beyond humans

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  • Morwitz, Vicki G.

Abstract

This comment seeks to answer the following question. Is marketing - as most marketing textbooks define the term - something that is limited to humans, or do other non-human species also engage in marketing? To answer this question this comment reviews literature on animal behavior which suggests that at least some non-human animals do engage in exchange processes in order to mutually satisfy needs and wants. This comment therefore concludes that marketing is an activity that extends beyond humans to other members of the animal kingdom.

Suggested Citation

  • Morwitz, Vicki G., 2008. "Marketing extends beyond humans," Journal of Business Research, Elsevier, vol. 61(5), pages 544-545, May.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:5:p:544-545
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    Cited by:

    1. Corinne Lamour & Catherine de La Robertie & Gérard Cliquet, 2013. "Prescription d'achats complexes: Proposition de définitions et d'un modèle," Post-Print hal-00784362, HAL.
    2. Han Jiang & Zhiyi Wang & Lusi Yang & Jia Shen & Jungpil Hahn, 2021. "How Rewarding Are Your Rewards? A Value-Based View of Crowdfunding Rewards and Crowdfunding Performance," Entrepreneurship Theory and Practice, , vol. 45(3), pages 562-599, May.

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