Kotler, P. and Levy, S. J. (1969). 'Broadening the Concept of Marketing'. Journal of Marketing. 33, pp.10-15. This article compares the 'organizational marketing' as practiced by non-business organizations with conventional marketing tools used by businesses in selling commercial products and services. The authors claim that marketing is more than just selling products, it is a societal activity. In United States, more and more society's work are now being performed by organizations other than business firms. They have same influence and media prominence as any successful business firm. These organizations perform all business functions including marketing function like any other business organization. Summarizing several marketing programs by organizations the authors conclude that they all have 'product' to sell to a 'target group' and they use same marketing tools to various degrees depending on the competition. Despite all this business organizations are still considered the custodian of marketing concepts and where these concepts are continuously being analyzed and developed. Non-business organizations are recognizing their marketing roles and turning to the marketing principles developed by business organizations. The authors conclude that marketing concepts and tools are same for all types of organizations, business or non-business, the success depends on how effectively these concepts and tools are used.