The Marketing Concept as the Foundation of Marketing in the Classroom: An Educational Dilemma

Abstract

Marketers within academic and business circles have both praised and criticized the marketing concept. Despite some apparent disadvantages, the theory still is central to marketing thought and still is presented in business schools as the key to business success. This article examines some of the criticisms of the marketing concept, as well as its strengths, and makes recommendations regarding the presentation of the marketing management concept as a theoretical framework for marketing management in business schools.

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