The marketing concept in perspective

A re-evaluation of the marketing concept appears to be in the making. The focus of research designed to facilitate this re-evaluation is likely to be of considerable importance to the future development of marketing theory. Research designed to better define the role and scope of the marketing concept seems to offer the most promise. Such research would be an aid to determining where the marketing concept should fit into a comprehensive theory of marketing. Limitations of the marketing concept are well documented in the literature suggesting a need for a broader framework of marketing theory. It seems imperative that academicians accept the responsibility for developing a more comprehensive general theory of marketing, one relevant to both the micro and macro aspects of a functioning system. Such flexibility seems to be a minimal requirement.