come the basic idea of marketing just before the discovery of internet marketing, it is important to understand the level in which businesses or firms have eventually evolved based on their capacity to introduce their offerings to prospective customers.
Part of this paper prior to arguing the impact of internet on the dominant logic of marketing is the discussion of the basic concept of marketing. The basic information about this portion is the basis of probable identification on the level if any; the marketing concept has evolved from the basic.
Marketing as we know about it is composed of sub functions such as selling, advertising and promotions. These sub functions are common areas where companies can actually establish their corporate advantage (Kotler and Keller, 2008). What makes marketing so alive today is due to underlying five orientations guiding any marketing effort of any organisation in their marketing activities. These five orientations involved production concept, product concept, selling concept, marketing concept and societal marketing concept.
Products or services are two most common offerings of companies, but today some of them seldom get much attention because of poor communication of information given to people. Some might have encountered a certain product or service but do not care enough due to lack of details or familiarity about it. A market-driven strategy is therefore important in order to get the consumers acquainted with company’s offerings. One of the ways to depict a market-driven company is to observe their interaction with their target buyers. Companies are always looking forward to unfed needs of their customers and thus they usually reward them with corresponding solutions. This is the case of customer-centered way of dealing business with marketing (Kotler and Keller, 2008). However, what seems to be the most significant and contrasting part here lies on the capacity of each firm to convey or impart information to its