Ragavendra Balakrishnan

Philosophies To achieve desired exchange outcomes with target markets, it is important to decide what philosophy or thinking should guide the marketing efforts of an organization. An understanding of the philosophy or the concept to be adopted is important as it determines the emphasis or the weightage to be put on different factors in achieving the organizational objectives. For example, whether the marketing efforts of an organization will focus on the product—say designing its features etc. or on selling techniques or on customer’s needs or the social concerns.