Professor Richard L. Sandhusen, whose textbooks on marketing are used in business schools worldwide, identifies three distinct philosophies of marketing: as a business concept, as a societal concept, and as a concept of relationships. In essence: 1. The Marketing Concept Philosophy Defined as an integrated customer- and profit-oriented philosophy of business, the marketing concept philosophy differs from predecessor philosophies that emphasized products ("a good product will sell itself") and selling ("don't sell the steak, sell the sizzle") in a number of significant ways: a. The marketing concept defines the firm's mission in terms of benefits and satisfactions it offers customers, rather than the products it makes and sells. b. It emphasizes using two-way communication to identify customer needs and then develops and markets products and services to satisfy these needs. Gone is the stress on one-way communication to persuade people to buy products already...
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