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It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.”
(Drucker)
Drucker’s definition of marketing well reflects what the marketing concept is all about. It is, in fact, a philosophy that makes the customer, and the satisfaction of their needs, the focal point of all business activities. According to Drucker, marketing has got to have an impact on every department of an enterprise, and also, every decision has got to be revised from the customer’s angle...
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