search query: @author Dobni, B. / total: 3
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| Author: | Dobni, B. Luffman, G. |
| Title: | Implementing marketing strategy through a market orientation |
| Journal: | Journal of Marketing Management
2000 : NOV, VOL. 16:8, p. 895-916 |
| Index terms: | IMPLEMENTATION MARKETING STRATEGY MARKET ORIENTATION |
| Language: | eng |
| Abstract: | The adoption of specific marketing strategies is related to several factors in an organization including the organization's mission, objectives, resources, and market orientation. The authors report an exploratory study in which they define relationships between market orientation and marketing strategy in a high technology environment - telecommunications industry in the United States. Market orientation is defined as a culture that influences how employees think and act. |
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