Selling concept appears in saturated or oversaturated market. According to that, the consumers badly concentrate on such market and the goods of given manufacturer buy, when the sellers are able to persuade them.
The basis of this concept is selling out excessive amounts of the goods that manufacturers turn out, not to focus on consumers (buyers) demands. An important part of this concept is the promotion and advertising. Selling concept in terms of marketing mix focuses on the promotional component (communication mix).