Marketing: Concept and Function

Abstract

The alternatives to marketing orientation are identified, the requirements for marketing orientation examined and the differences between the marketing concept and the functional implementation distinguished. The required tasks and operations of a marketing‐oriented organisation and the present limited adoption of the concept as compared with the functions of marketing are explained.

Citation

Bernard Trustrum, L. (1989), "Marketing: Concept and Function", European Journal of Marketing, Vol. 23 No. 3, pp. 48-56. https://doi.org/10.1108/EUM0000000000560