search query: @author Kimery, K. M. / total: 1
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| Author: | Kimery, K. M. Rinehart, S. M. |
| Title: | Markets and constituencies: An alternative view of the marketing concept |
| Journal: | Journal of Business Research
1998 : NOV, VOL. 43:3, p. 117-124 |
| Index terms: | Markets Customers Companies Organizations Organization theory |
| Language: | eng |
| Abstract: | Several researchers have addressed questions concerning the utility of a business philosophy grounded in the marketing concept. First, review of the marketing concept literature is presented and arguments in support of the appropriateness of market orientation for most business enterprises is offered. Second, a re-conceptualization of the marketing concept, based on long-term, multiple constituency approach, is presented as both more accurate description on how firms interact with their markets and as prescriptive model for more effective business orientation. Finally, a framework is presented that models the implementation of the marketing concept into specific strategies for interacting with various sectors of the environment of the firm. |
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