Title: Marketing Orientation

Essay Details

Subject: Business
Author: Mary M
Date: February 18, 2013
Level: University
Grade: A
Length: 4 / 1068
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

It has been interpreted by Avlonitis and Gounaris (1999) that marketing orientation is either ‘a company attitude or company behaviour.’ This is whether a company is customer orientated or focuses on a competitive advantage through marketing orientation. Other authors have similiar thoughts upon these approaches to marketing orientation...

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Drucker (1954) believes that customers perceive marketing as an ‘activity involving the entire organisation’, rather than being a specific company process. The author’s view coincides with the work of Avlonitis and Gounaris (1999), as he focuses on the attitude organisations have in satisfying customer needs...

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