Marketing Processes and Consumer Need Fulfillment: Retrospective Views and Future Prospects

Abstract

The connection between marketing processes and consumer need fulfillment is a critical issue for both scholars and practitioners. However, the strength of that relationship is somewhat in question. As marketers assess the link between marketing philosophy and practice, attention is focused on the nature and dimensions of the relationship and posit strategies and actions needed to narrow the distance. This paper analyzes the above connections conceptually and operationally.

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Notes on contributors

A. Ben Oumlil

A. Ben Oumlil is an associate professor of marketing at the University of Dayton, where he was named the Hobart Scholar. He received his Ph.D. from the University of Arkansas. He is the author of Economic Change and Consumer Behavior and has published articles in the Journal of Business Research, Journal of the Market Research Society, International Journal of Management, Industrial Marketing Management, Journal of Hospital Marketing, Journal of Purchasing and Material Management, Journal of Marketing Management, Educational and Psychological Measurement, Behavioral Science Methods and Instruments and Computers, among others.

Alvin J. Williams

Alvin J. Williams is professor and chair of marketing at the University of Southern Mississippi. He received the Ph.D. from the University of Arkansas. He has published in International Journal of Purchasing and Materials Management, Industrial Marketing Management, and Psychology and Marketing. Williams has presented papers at various academic and professional conferences.