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| Author: | Avlonitis, G. Gounaris, S. |
| Title: | Marketing orientation and company performance: industrial vs. consumer goods companies |
| Journal: | Industrial Marketing Management
1997 : SEP, VOL. 26:5, p. 385-402 |
| Index terms: | INDUSTRIAL MARKETING MARKETING MANAGEMENT CONSUMER GOODS |
| Language: | eng |
| Abstract: | Marketing orientation, still an increasing concept for many, carries the pledge of superior company performance through the satisfaction of customer's needs. This article draws conclusions from an empirical investigation showing that this relationship does really exist and, in the case of industrial markets, building a marketing orientation it is indeed a significant contributor to the company's performance. The way that marketing orientation is conceptualized tends to differ. |
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