In 1969 a wider definition of marketing was articulated (Kotler & Levy 1969) and this was further extended by Kotler in 1972. Kotler and Levy argued for a dramatically broadened conceptual domain for marketing from the business activity it had hitherto been, to "a pervasive societal activity that goes considerably beyond the selling of toothpaste, soap and steel" (Kotler & Levy 1969, p10). Kotler and Levy felt the business heritage of marketing provided a useful set of concepts for guiding all organisations whether profit oriented or not and whether involved in marketing toothpaste or persons and ideas. In.
