Journal of Economics Bibliography www.kspjournals.org Volume 3 September 2016 Issue 3 Tracing the Emergence of Broadening Marketing Proposition: A Thorny Path By Edouard NOVATOROV a † Abstract. The broadening marketing concept was introduced in 1969 and was initially well-received by marketing scholars. However, during the subsequent four decades, the concept has been increasingly questioned and has divided marketing scholars in to two opposing camps. This paper traces the evolution of the broadening marketing proposition and critically examines the arguments put forward against the broadening proposition.. Keywords. Mega marketing, Broadening proposition, Non profit marketing. JEL. C13, C58, D53, D81, G01, G02, G15, H63. 1. Introduction arketing is derived from the term market, and a market is characterized by a voluntary agreement of the terms of a sale between buyers and sellers. The terms of sale offer a quid pro quo that is supported by two functions—communications and exchange. In an open market place both buyers and sellers communicate and search for the best sale-purchase terms they can find and voluntarily exchange property rights on goods and services, using money to facilitate the exchange. Voluntary exchange (market transaction) occurs in a competitive environment that is comprised of many sellers (organizations) where each seek a competitive advantage in order to maximize their assets. Almost all competing organizations have two alternative strategies for responding to competitive forces: (1) an organization can seek to alter so it fits its offering; or (2) the organization can adjust its offerings to meet authentic customer needs. The former strategy is known as a selling orientation while the latter is known as the marketing concept. Although both strategies are guided by the desire to generate high levels of sales and profit, most marketers believe that a marketing orientation strategy is likely to be more successful in the long term for maximizing profit. A marketing orientation, or simply marketing, was defined initially as: The process of discovery and translating customer wants into product and service specifications, and then in turn helping to make it possible for more and more consumers to enjoy more and more these products and services. (Hansen, 1957, p. 2) Monieson (1988) noted that almost everyone in the marketing field accepted this definition until the late 1960s and early 1970s, when Kotler and Levy (1969a) suggested that the marketing philosophy and marketing tools could be applied with equal effectiveness to the public and nonprofit sector contexts. The purpose of this article is to trace the evolution of the broadening marketing concept and consider a † National Research University, Higher School of Economics, Department of Management, Promyshlennaya 17. Russia. . 7 (812) 644 59 11 - 61517 . enovatorov@hse.ru M