The Marketing Concept
["Introduction to Marketing", Kotler & Armstrong, Chapter 1]
The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors.
The marketing concept takes an "outside-in" perspective (Focusing on customer needs, values, and satisfactions).
Many companies claim to adopt the marketing concept but really do not unless they commit to market-driven and market-focused philosophies.