The Marketing Concept: What it is and What it is Not
重新阐述了营销概念，澄清其长期被误解和滥用的部分，说明它既未过时也不是最优管理方法，帮助读者准确理解其本质。
The marketing concept has been misunderstood and misused over the years. It is not obsolete nor is it the optimal managerial approach to marketing. The marketing concept is restated in a way that more clearly shows what it is and what it is not.