Differences between commercial and social marketing

A CONSUMER ORIENTATION (THE ‘MARKETING CONCEPT’) It is also known as “the marketing concept” because of its focus on the client’s needs. A consumer-oriented organization is contrasted with a manufacturing, product, or sales-oriented organization. – Focusing on the seller’s needs rather than the buyer’s, these orientations (Kotler 1988 ). In contrast, a focus on the […]

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