Are Marketers Egoists? A Typological Explication
Abstract
The purpose of this paper is to explicate the idea of egoism in the context of marketing. The idea of egoism is reviewed and contextualized into a framework for interpreting different marketer types. Marketers’ potential trade-offs with consumers and competitors are examined. Four types of marketers are explicated: extremely egoistic marketer, moderately egoistic marketer, moderately altruistic marketer, and extremely altruistic marketer. The...
Paper Details
Title
Are Marketers Egoists? A Typological Explication
Published Date
Mar 27, 2017
Journal
Volume
155
Issue
2
Pages
611 - 621
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