Reviewing the Marketing Concept

Marketing "cannot be considered as seperate functions...it is the business seen from the point of view of its final result" - Drucker (1973)

Marketing is strategic with tactical and operational implications

The organisation 'markets', not the marketing department

Customers are sources of added value - Relationship marekting & Key Account Management

Rarely happens in real life

Is customer focus enough?

Kotler's conflicts between customer focus and "long-run social welfare"

"The business of Marketing is business" - Friedman

Social welfare is the job of elected officals - Gaski

Meeting needs wants and demands

Use of customer focus as a path to profitability

Marketing methods are being applied to non-profit objectives and non-business organisations