search query: @indexterm Internal markets / total: 21
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| Author: | Lings, I. |
| Title: | Balancing internal and external market orientations |
| Journal: | Journal of Marketing Management
1999 : MAY, VOL. 15:4, p. 239-264 |
| Index terms: | INTERNAL MARKETS MARKET ORIENTATION VISIBLE BALANCE |
| Language: | eng |
| Abstract: | In his "Marketing Myopia", Levitt (1960), argued against the product centered view of the firm and for the marketing view of the firm, suggesting that businesses must be viewed as customer satisfying processes. This view has endured for nearly forty years, despite changes in the service requirements of today's markets. In the current market environment such a narrow focus on customers' satisfaction is increasingly being challenged and Gummesson (1998) suggests that it is just another type of marketing myopia. |
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