haku: @indexterm Market orientation / yhteensä: 193
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| Tekijä: | Tse, A.C.B. (et al.) |
| Otsikko: | A firm's role in the marketplace and the relative importance of market orientation and relationship marketing orientation |
| Lehti: | European Journal of Marketing
2004 : VOL. 38:9-10, p. 1158-1172 |
| Asiasana: | China Marketing strategy Market orientation Relationship marketing |
| Kieli: | eng |
| Tiivistelmä: | The paper examines the relationship between a firm's role in the competitive environment and the appropriate strategies to use. Using firms sampled from China it was found that market-oriented and relationship marketing-oriented strategies are both important for market leaders, and market-oriented strategies are the best for market challengers, while relationship marketing-oriented strategies serve market followers and market nichers best. |
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