... Marketing concepts Marketing philosophy Marketing theory One of the classic management myths of recent history is that marketing involves nothing more than advertising. Furthermore, the marketing director of a medium‐sized engineering firm recently told me of his profession, “...we’re only...

...Christian Grönroos In this article the marketing strategy continuum concept is presented and a number of marketing and management consequences are discussed. It demonstrates the need for a marketing concept which allows a variety of approaches to marketing. The nature of a relationship...

... are summarised in Figure 5. In principle, the marketing concept, which states that the focus of the organisation's activities is the wants of its customers, is very easy to understand. But, in practice, the marketing concept is sometimes difficult to implement because marketing management does not know how...