Navigating the Future

Marketing for Everyone

The concept of marketing and its influential role in the transformation of market, consumer and Indian economy is increasingly felt. It is a pervasive element in contemporary life of everyone. Marketing provides an opportunity to contribute to society as well as to an individual company. The modern or new marketing concept replaces and to some extent reverses the logic of the old one.<br /> The old concept starts with the firm’s existing products and considers marketing to be the use of selling and promotion to attain sales at a profit. The new concept starts with the firm’s existing and potential customers, it seeks profits through the creation of customer satisfaction and it seeks to achieve this through an integrated, corporate- wide marketing programme. These are the three pillars of the new marketing concept. The two views — old and modern.