ABSTRACT
Since the introduction of modern marketing as a promising business discipline, sometimes attributed to Theodore Levitt (1960), noises have been made that the concept seemed to be too concentrated on tangible/commercial products. Despite the potential relevance of the marketing paradigm to almost anything we can think of (i.e., ‘being customer-centric’), arguments were being made about the restrictive nature of the application of the concept of marketing. Indeed even Kotler, generally credited as one of the key influences on this discipline, soon made the argument that marketing is not just about promoting toothpastes (see Kotler and Levy, 1969; Kotler and Zaltman, 1971). Other voices joined and started to argue for the inclusion of other topics such as non-profit marketing and religious marketing (e.g., see Evans and Moutinho, 1999).
