The marketing concept, one of the most enduring concepts in marketing theory, states that satisfying customer needs will lead to the attainment of organisational goals, such as profitability. The marketing concept can be described as “planning and coordinating all company activities around the...

Purpose ? Based on their size, disposable income, and purchasing power, generation Y (Gen Y) consumers are viewed as the Holy Grail for marketers. Conversely, some of this group's behavior disturbs public policy officials, particularly when dealing with issues such as poor financial planning,...