The marketing concept is the philosophy that the consumer’s interest is the starting point if not the major focus, from which all planning takes place. This is also called consumer orientation. (The central thesis of this book, the concept that concepts are marketed using the marketing concept, is a tongue twister and every effort has [...]
Marketing is a process of planning and movement of a product offering from the supplier of that offering (the marketer) to those who are to use it. Marketing is often equated with selling, advertising, packaging, display, promotion, public relations, propaganda and so on. It is erroneous to say that marketing is any one of these, [...]