Marketing concept definition

A marketing concept is a strategic guide that defines your company’s goals, actions, and strategies. It is used to set the direction of your marketing and to develop concrete plans – be it to attract new customers, to strengthen your own brand or to retain existing customers.

At its core, it is always about making the offer as attractive as possible and positioning the company in the market.

Marketing concept

The basic pillars of the marketing concept

A good marketing concept consists of different elements. First and foremost is the market analysis. It helps to understand the market and identify opportunities as well as risks. Next, the target audience is crucial. Who are your potential customers? What are their needs? And what’s the best way to approach them?

Not to forget the USP of the company and the specific marketing goals. It’s not just about what makes your business unique, but also about what you specifically want to achieve. Whether it is an increase in sales, the acquisition of new customers or customer loyalty – clear goals are the be-all and end-all.

From theory to practice: implementation of the marketing concept

Once you have defined the basic components of your marketing concept, it’s time to implement it. Various aspects play a role here, such as the marketing mix, the pricing strategy, or the design of the customer journey.

In the end, the success of your marketing concept depends on consistent application and regular review. After all, the market is dynamic and it is always necessary to react to changes and adapt the marketing concept accordingly.


A marketing concept is nothing more than a strategic plan that will help your business achieve its marketing goals. It’s not just about who your customers are and how best to reach them, but also about how to make your offering as attractive as possible and position your business in the market. In the end, the goal is always to help your business succeed. Only those who know their customers and address them in a targeted manner will survive on the market in the long term. With a well thought-out and consistently applied marketing strategy, this is not witchcraft.