Marketing nowadays has occupied a more and more important position in organisations, even in the world's economics. The success of an organisation may deeply affected by marketing. Inevitably, some arguments are formed along with the marketing development, such as 'it is argued that the marketing concept is a force, which should pervade the whole organisation and as such is an integral part of the strategic management process '. In this article, I would like to discuss the argument that I mentioned above.
The first part of my article is to identify and discuss the major pillars that support the marketing concept.
The definition of marketing is that 'marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others' .(Philip, P9) But a leading management theorist named Peter Drucker says that ' there will always, one can assume, be need for some selling.…
