The Marketing Concept
To achieve organizational (& Societal) goals by determining the needs and wants of customers and delivering the desired benefits more effectively and efficiently than competitors.
z “There is only one valid definition of business purpose: to create a customer.”
- Peter Drucker
z “Everything starts with the customer.”
- Lou Gerstner, CEO of IBM “Creating shareholder wealth is not the purpose of the business. It is the reward for creating customer value.”
- Michael Tracy and Fred Wiersema in CFO magazine