What is the marketing concept?

The marketing concept is a simple premise – organisations that best satisfy the needs of their customers are best placed to satisfy their own needs. To be best satisfying organisations must understand the dreams and demands of their customers; design and develop products that are distinct, discernible, and desirable;deliver on promises, act in a dignified manner and provide long-term dividends to customers, the organisation, channel partners, and society.

Marketing is not new – for thousands of years buyers and sellers have come together to satisfy their needs and wants – and formed relationships with those they knew and trusted. Marketing is about mutual satisfaction – it is part of being human. At a collective level economies and societies function through the sum of all exchanges. 

Organisations are comprised of people – by improving marketing knowledge – by improving how organisations do business – by documenting the steps to a sustainable competitive advantage – we can minimise the impact on the planet, improve the lives of many, and create better societies. Better business and better societies through better marketing.