Marketing in a conserver society

摘要: What is and what ought to be the role of marketing in a world increased ecological concern resource shortages? Since our society has bu t recently turned its at tention reexamining traditional allegiance economic growth, it not surprising find literature relevant this reassessment far from extensive. From macro, aggregative, or social point view, important contributions have been made, especially by George Fisk also Norman Kangun-alone with Ben Enis, Karl Henion, Donald Perry. 1 The OPEC oil embargo 1973-1974 sparked some interest demarketing, resulting being very much microor firm-oriented. Its emphasis was on making most scarce raw materials through such measures as pruning product line rationing output manner that would increase current profits alienate either existing prospective customers. 2 Also "si tuation specific"-oriented were number consumer behavior studies, reviewed b y E. Henion