Abstract
The total marketing concept acknowledges that the business of business is the creating and fulfilling of product user needs and desires at a profit, and that every part of a business should be oriented to this objective.
Accurate problem definition is a requisite to any good business decision. Once the basic problems have been determined, we are well on the way toward solving them. This article illustrates how the Agricultural Division of the American Cyanamid Company utilizes the total marketing concept and the principle of problem definition in operating a highly diversified business with widely varying market segmentation and marketing mix requirements.
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