Marketing Concept and Customer Orientation

Roger Dickinson (The University of Texas at Arlington)
Anthony Herbst (Rollins College, Florida)
John O’Shaughnessy (Columbia University)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 October 1986


Examines the marketing concept (MC) and its foundation of customer orientation. Proposes that the General Electric Company promulgated MC and that this followed the Second World War, before being accepted formally by academics. States that the two major concepts are: that consumers know what they want; and that consumer sovereignty prevails. Believes marketers cannot take consumers as a given nor take them for granted and neither can manufacturers or they will also suffer. Questions whether consumers are always informed about products and what exactly they require and whether firms see themselves as merely responding to the market flow. States, in conclusion, that marketing communications can help shape wants and beliefs and that marketers should aim their best efforts at this area to enable better contacts.



Dickinson, R., Herbst, A. and O’Shaughnessy, J. (1986), "Marketing Concept and Customer Orientation", European Journal of Marketing, Vol. 20 No. 10, pp. 18-23.

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Copyright © 1986, MCB UP Limited

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