It is a concept that challenges the three traditional concepts, namely: manufacturing concept, where a company focuses on the science of manufacturing; product concept, where a company focuses on the production processes and quality of a particular product, and sales concept whereby products are proactively sold based on features rather than benefits to the individual customer, and its needs (Keller & Kotler, 2009). The marketing concept is therefore a management philosophy and integrated approach that must be implemented throughout the company to achieve its full benefits (Zeithaml et al.,