Professional Documents
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Marketing concept
The achievement of corporate
goals through meeting and
exceeding customer needs
better than the competition
Fig. 2.1 Key components of the marketing concept. Source: Based on Jobber
(2013), p. 5
Sales and
increase of turnover
Marketing Accomplishment of
Customer needs
approach / and wants companies goals through
Pull approach customer satisfaction
Integrated marketing
approach
Fig. 2.3 Profit growth over time. Source: Based on Hollensen and Opresnik
(2010), p. 13
PROCESS