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The Marketing Concept and the Conceptualization of Market Strategy

E. K. Valentin
Journal of Marketing Theory and Practice
Vol. 4, No. 4 (Fall, 1996), pp. 16-27
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/40469822
Page Count: 12
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The Marketing Concept and the Conceptualization of Market Strategy
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Abstract

The marketing concept has had a profound influence on the conceptualization of market strategy. However, a review of the literature suggests that, today, the marketing concept is not a single customer-oriented paradigm, but a muddle of diverse slogans and prescriptions that impede seminal discourse. Further, since the 70s, work intended to refine the marketing concept or facilitate its implementation has made few contributions to strategic thinking. Executives, therefore, are advised to look further than the marketing concept for guidance in matters of corporate, business, and functional strategy. Nevertheless, they must not forget their customers.

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