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Tracing the emergence of broadening marketing proposition: A thorny path

Author

Listed:
  • Edouard V. NOVATOROV

Abstract

This article explores the historical development and conceptual expansion of the marketing proposition. It examines theoretical shifts and challenges in broadening the scope of marketing beyond traditional boundaries.

Suggested Citation

  • Edouard V. NOVATOROV, 2025. "Tracing the emergence of broadening marketing proposition: A thorny path," Journal of Economics Bibliography, EconSciences Journals, vol. 12(2), pages 98-107, June.
    • Handle: RePEc:cvv:journ6:v:12:y:2025:i:2:p:98-107
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • B20 - Schools of Economic Thought and Methodology - - History of Economic Thought since 1925 - - - General
    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General

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