Marketing concept makes up an image of potential customers, discovers their needs and the focal focus of all business actions. It is lead by senior managers, who are eager to delight their customers.
Marketing is not simply wider than selling. It is an entire business aimed at the final result. Relation and responsibility for marketing must impregnate all points of the business.
The marketing concept is considered to be a philosophy, not just a system of marketing or marketing structure. It is based on the assertion that successful sales and satisfactory returns on investment can only be reached by estimating, anticipating and satisfying needs and desires of a potential customer.