Profits are optimized by increasing customer satisfaction and integrating the customer into the organizational goals. If anything, the organizations need to be more creative than ever. Marketing needs to be a part of product development, and market research needs to continue to be a part of product innovation. The organizations need to take the input from their consumer community and implement it into their product line. A company's challenge is to collect information at the same time as not discouraging innovation. A way to further this concept is to have a team effort between the consumers and the companies where there is a continual interchange of ideas and critique and testing.

Moore's approach that wants to control consumers rather than understand them is almost in...

It is not that the marketing concept is erroneous. It is that the organizations using this concept are not farsighted enough to see the power they could have if they partner more with the end consumer.
References

Drucker, P.F. (1954) the Practice of Management. Harper & Row.

Ferrell, O.C., & Lucas, G.H. (1987) an Evaluation of Progress in the Development of a Definition of Marketing, Journal of the Academy of Marketing Science, 15(3)

Houston, F.S. (1986): The Marketing Concept:: What it Is and What it Is Not, Journal

Of Marketing 50, 81-87.

Keith, R.J. (1960): The Marketing Revolution Journal of Marketing 24, 35-38.

Moore, K. (2006) the Marketing Concept. RIP Marketing Magazine, 24