Abstract
Some members of the industrial marketing profession may not realise that their efforts in creating new markets and facilitating communication between producers and consumers are grist to the mill of economic theory. One example is that observed market prices are very often taken as measures of social value in benefit/cost analyses which purport to balance economic and social benefits against economic and social disbenefits. Furthermore benefit/cost analysis is often used when a decision is to be made on the internalisation of social cost within an enterprise. For example, should a manufacturer be asked to pay for the cost of pollution to his neighbourhood even though he is a provider _
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