Tracing the Emergence of Broadening Marketing Proposition: A Thorny Path

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. L30, L31, L33, M30, V31.