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Conception
idea
concept [ˈkɒnsept, Am ˈkɑ:n-] N
concept
marketing concept N
marketing concept
OpenDict entry
proof of concept N
proof of concept
PONS OpenDict

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Examples from the PONS Dictionary (editorially verified)
Monolingual examples (not verified by PONS Editors)
The societal marketing concept was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies.
en.wikipedia.org
However, in the 2006 competition, 140 teams took part and 188 business ideas, marketing concepts, and business plans were submitted.
en.wikipedia.org
With this decision, the price and marketing concept for the 914 had failed before series production had begun.
en.wikipedia.org
The store expands on the marketing concept.
en.wikipedia.org
Or simply to abandon the idea altogether and come up with another marketing concept, staged in mid-summer when it's likely to be a bit warmer.
news.bbc.co.uk