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| Tekijä: | Goldman, A. Grinstein, A. |
| Otsikko: | Stages in the development of market orientation publication activity |
| Lehti: | European Journal of Marketing
2010 : VOL 44:9/10, p. 1385-1409 |
| Asiasana: | market orientation marketing theory sociology review science |
| Kieli: | eng |
| Tiivistelmä: | The purpose of the article is to discuss how the research of marketing orientation, one of the most central topics in the marketing discipline, has developed through the years. The study is based on a comprehensive literature review of all the articles written on the subject during 1957-2005. Three periods in the marketing orientation research are revealed: 1950-70, 1970-90 and 1990-today. The research on marketing orientation has diffused from marketing to management as well, from generalist to specialist journals and from higher to lower quality journals. |
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