Reviewing the Marketing Concept
Profitability
Marketing methods are being applied to non-profit objectives and non-business organisations
Use of customer focus as a path to profitability
Customer Focus
Meeting needs wants and demands
Is customer focus enough?
"The business of Marketing is business" - Friedman
Social welfare is the job of elected officals - Gaski
Kotler's conflicts between customer focus and "long-run social welfare"
Integration of Effort
Rarely happens in real life
Marketing "cannot be considered as seperate functions...it is the business seen from the point of view of its final result" - Drucker (1973)
Customers are sources of added value - Relationship marekting & Key Account Management
The organisation 'markets', not the marketing department
Marketing is strategic with tactical and operational implications
