@article{2018,title={WHY BROADENED MARKETING HAS ENRICHED MARKETING},abstractNode={Themarketing discipline,which emerged in the early 1900s, spent its first 70 years focused on describing and evaluating how for-profit organizations conduct their commercial operations with products and services. Starting in the 1970s,marketing scholars – PhilipKotler, Sidney Levy, Gerald Zaltman, and Richard Bagozzi – wrote a series of articles showing thatmarketing activities go on in the non-profit sector as well. They proposed that the marketing disciplinewould be enriched by working with the “marketing” problems of non-profit and public organizations–not just the marketing problems of commercial organizations. This subsequently came to be known as the “broadening of marketing.” A few years later, some marketers challenged the broadening idea as not belonging in the discipline of marketing. The broadening scholars suggested carrying out a referendum with marketing professors. The subsequent vote proved to be overwhelmingly in favor of the broadening movement. More recently, Adel El-Ansary and co-authors (El-Ansary et al. AMS Review, 2018) raised the question of whether the broadening work is part of a larger paradigm that might lead to a general theory of marketing.},author={ibrahim aydın},year={2018},journal={The Journal of Social Sciences}}