Purpose:

In the marketing literature it is often argued that corporations should pay attention to the needs and wants not only of their own customers, but also to those of their customers' customers. This is often referred to as "the marketing concept". The objective is to revitalize the marketing concept beyond the traditional levels of manufacturers, suppliers, wholesalers, retailers, customers and consumers in marketing channels.

Design/methodology/approach:

Conceptual discussion and approach are undertaken.

Findings:

The term "spherical marketing concept" is coined. This term connects the distinct upstream and downstream levels of marketing channels, as well as reconnecting their indistinct subsequent and preceding levels.

Research limitations/implications:

The dilemma with the common use of the marketing concept in the literature is that it fails to acknowledge the simultaneous connection of the components and interfaces between the upstream and downstream distinct levels from the start to the end of the marketing channels with the reconnection of the components and interfaces from the subsequent and preceding indistinct levels of the marketing channels. Further research efforts should be dedicated to bridge the start and end of distinct levels of marketing channels by way of the indistinct preceding and subsequent ones. Economic, social and ecological factors should be included.

Practical implications:

It is not enough simply to match the supply and demand between the start and the end of marketing channels-a revitalization of the boundaries of the marketing concept towards a total circulation approach is necessary. Best practice tends to be more and more aware and skilful in this respect.

Originality/value:

The spherical marketing concept contributes to pin-point the importance of the seamlessness, sustainability and total circulation of components and interfaces in marketing channels. It also contributes to place current theories and practices in perspective for the future.