Naslov
Does marketing create needs? A question with a simple but unsatisfactory answer

Autori
Marjanović, Boris

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
42nd International Conference on Organizational Science Development: Interdisciplinarity Counts - Conference Proceedings / Šprajc, Polona ; Maletič, Damjan ; Petrović, Nataša ; Podbregar, Iztok ; Škraba, Andrej ; Tomić, Daniel - Maribor : Univerzitetna založba Univerze v Mariboru, 2023, 649-659

ISBN
978-961-286-722-5

Skup
42nd International Conference on Organizational Science Development: Interdisciplinarity Counts

Mjesto i datum
Portorož, Slovenija, 22.03.2023. - 24.03.2023

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing, needs, needs definitions, needs creation, wants

Sažetak
Does marketing create needs? This is an intriguing question that arises from time to time when conflicting views emerge. Critics of marketing, and even many consumers, believe that marketing can and does create needs. Consequently, a belief is formed that marketers through cunning marketing activities influence consumers and make them buy things that they really do not want or need. This belief raises many questions directly related to the ethics of marketing. But, is it really true that marketing does not create needs but only influences wants, as prominent marketing scholars advocate? The aim of this paper is to incite a logical reflection and discussion about the phenomenon of need and give an answer to the controversial question: “does marketing create needs?”

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA