marketing
...decline; established product lines are becoming obsolete more rapidly; consumer has more choice of possibilities in spending their growing disposable income; customers’ needs and wants are changing continuously along with economic, social and educational patterns. All these prove that a new approach, the marketing concept or the market-oriented approach or the customer-oriented approach, to business management is unavoidable to adjust to these new conditions (Buell, 1966). Marketing was thought to be same meaning as “selling”. However, this attitude has changed and there is now a greater recognition of marketing as the keystone for business success (Christopher & McDonald, 1995). The central idea of marketing is of a matching between a company’s resources and the wants of customers to achieve both parties’ objectives (McDonald, 1989). Marketing requires a clear understanding of the a...