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To what extent is there evidence to suggest that the adoption of a marketing-led approach to business actually does improve organizational performance?

Seminar Paper 1998 10 Pages

Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media

Excerpt

Page 5


The conceptualisation of Narver and Slater (1990) was also based on a literature search, which was done in parallel to that of Kohli and Jaworski. Their proposition is that market orientation consists of the following behavioural components:

1) Customer orientation: a sufficient understanding of target buyers, so that continuous supe-rior value can be created for them.

2) Competitor orientation: understanding short-term strengths and weaknesses and long-term capabilities of both current and potential competitors.

Details

Pages
10
Year
1998
ISBN (eBook)
9783656990444
ISBN (Book)
9783656991564
File size
665 KB
Language
English
Catalog Number
v185875
Institution / College
University of Nottingham
Grade
1

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Title: To what extent is there evidence to suggest that the adoption of a marketing-led approach to business actually does improve organizational performance?