Marketing for Tourism
&
Hospitality I
The Marketing Concept
1
, Marketing Concept
The marketing concept holds that ‘the
key to achieve organizational goals
consists in determining the needs and
wants of target markets and delivering
the desired satisfactions more effectively
and efficiently than competitors’
(Kotler, 1991: 16)
2
, Marketing
The management process responsible
for identifying, anticipating, and
satisfying customer requirements
profitably
(British Chartered Institute of Marketing)
3
&
Hospitality I
The Marketing Concept
1
, Marketing Concept
The marketing concept holds that ‘the
key to achieve organizational goals
consists in determining the needs and
wants of target markets and delivering
the desired satisfactions more effectively
and efficiently than competitors’
(Kotler, 1991: 16)
2
, Marketing
The management process responsible
for identifying, anticipating, and
satisfying customer requirements
profitably
(British Chartered Institute of Marketing)
3
