jor criticism of the marketing concept is that in it, the goal receiving the greatest emphasis is that of organizational profit (DeLozier & Woodside, 1988, p. 7). There are probably more supporters of this goal than there are critics. Nevertheless, it is an especially significant criticism, when it is directed towards health care service delivery organizations.
In response to criticisms of the marketing concept, the societal marketing concept was advanced. This concept holds that the function of the marketing organization is "to determine the needs and wants of target markets and to adapt the organization to delivering the desired satisfactions more effectively and efficiently than its competitors in a way that preserves or enhances the consumers' and society's well being" (Kotler, 1987, p. 35). Obviously, the societal marketing concept attempts to satisfy both the more narrow needs of the marketing organization and the broader needs of the society in which it functions. Although this concept may appear to be somewhat altruistic, it is, nevertheless, particula
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