The marketing concept refers to the principle that the consumer is sovereign i.e. the consumer should be treated as "kings" and it is assumed that consumer is always right. The ideas behind marketing concept are:

- Consumer orientation: It emphasizes on understanding consumers' real needs, and satisfying them better than any competitor.

- Consumer satisfaction: A measurement that determines how happy customers are with a company's products, services, and capabilities.

- Integrated marketing: An approach to creating a unified and seamless experience for consumers to interact with the brand/enterprises, it also attempts to meld all aspect of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media through their respective mix of tactics, methods ,channel, media and activities.