The Development of the Marketing Concept: Relation to the Doctrine of Consumer Sovereignty

Abstract

Introduction The terms “marketing concept” and “consumer sovereignty” have definite elements in common, but after a certain point they veer in separate directions. The focus of both concepts—the satisfaction of the consumer wants—is the same. The difference between the concepts arises mainly in the means (tools) used for the satisfaction of these wants. Even the origins of the concepts are not without significant meaning. While an academician, Adam Smith, is credited with the origination of the doctrine of consumer sovereignty, a business practitioner, Ralph Cordiner, is usually credited with the origination of the marketing concept. While businessmen have invariably, in their minds, adopted the doctrine of consumer sovereignty, they have moved beyond mere adoption in the case of the marketing concept and have been rationalising the necessity of implementing it in their day‐to‐day operations.

Citation

Mitchell, I.S. (1977), "The Development of the Marketing Concept: Relation to the Doctrine of Consumer Sovereignty", Management Decision, Vol. 15 No. 6, pp. 515-530. https://doi.org/10.1108/eb001143