Volume 4, Number 1


Opinion Piece: Development and leadership through broadening the concept of marketing
Malhotra, N.K.

Marketing, both as a discipline and a practice, has become increasingly important in the current business environment. The factors driving its importance include globalisation, technology and competition. However, for marketing to realise its potential, the concept must be broadened to address the larger issues and current and future problems. I argue that an important aspect of broadening is that marketing should address the needs of the underprivileged and the disadvantaged in an effort to raise their living standard.

Keywords: Marketing; Broadening; Concept