Investigate the concept and principles of marketing.

KLP Travel

PAPER 1: Investigate the concept and principles of marketing.


The core concepts of marketing are a definition i.e. what do we actually mean by the term “marketing”? Growth i.e. how marketing has developed and the exchange process i.e. marketing conditions.

Before one can implement a marketing strategy, it is important to understand the concept. One of the earliest advocates of marketing Drucker, noted in 1954 that marketing was not a separate management function but was in fact the business as seen from the customers point of view. He argued that marketing was “the distinguishing, the unique feature of business” (Drucker, 1954). I believe that Kotler‘s ideas were not dissimilar, when in 1981 he argued that marketing was “The performance of business activities that direct the flow of goods and services from producers to consumers” (Kotler, 1981). My interpretation of Drucker is that he believed marketing was how the companies’ product and imag...