What is the marketing concept?

The marketing concept is the specific philosophy that a company adopts and then uses as a guide to how it promotes its business. It refers to the specific strategies that a company adopts to allocate resources across a wide variety of platforms to increase sales and achieve a competitive advantage over other businesses in its market.

There are many different concepts for marketing. Some companies put their marketing efforts towards gaining new leads and increasing specific product sales. Other companies may focus more on customer retention and satisfaction. In some instances, it may be important to focus on marketing the brand as a whole.