The Marketing Concept: What It Is and What It Is Not
重新阐述了营销概念，澄清其并非过时或最优的管理方法，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.