It is a concept that challenges the three traditional concepts, namely: the production 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 a sales concept whereby products are sold proactively based on their characteristics rather than benefits to the individual customer and its needs (Keller and Kotler, 2009). The marketing concept is therefore a management philosophy and an integrated approach that must be implemented throughout the company in order to take full advantage of it (Zeithaml et al..,