TY  - JOUR
AB  - 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.
VL  - 20
IS  - 10
SN  - 0309-0566
DO  - 10.1108/EUM0000000004757
UR  - https://doi.org/10.1108/EUM0000000004757
AU  - Dickinson Roger
AU  - Herbst Anthony
AU  - O’Shaughnessy John
PY  - 1986
Y1  - 1986/01/01
TI  - Marketing Concept and Customer Orientation
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 18
EP  - 23
Y2  - 2024/04/19
ER  -