Avlonitis, George and Gounaris, Spiros (1997) Marketing orientation and company performance : a comparative study of industrial vs. consumer goods companies. Industrial Marketing Management, 26 (5). 385–402. ISSN 0019-8501
Full text not available in this repository. (Request a copy from the Strathclyde author)Official URL: http://dx.doi.org/10.1016/S0019-8501(96)00121-6
Abstract
Marketing orientation, still an intriguing concept for many, carries the pledge of superior company performance through the satisfaction of customer's needs. This article draws conclusions from an empirical investigation showing that this relationship does really exist and, in the case of industrial markets, building a marketing orientation it is indeed a significant contributor to the company's performance.
| Item type: | Article |
|---|---|
| ID code: | 40347 |
| Keywords: | company performance, marketing orientation, customer needs, Marketing. Distribution of products |
| Subjects: | Social Sciences > Commerce > Marketing. Distribution of products |
| Department: | Strathclyde Business School > Marketing |
| Related URLs: | |
| Depositing user: | Pure Administrator |
| Date Deposited: | 05 Jul 2012 13:22 |
| Last modified: | 05 Jul 2012 13:22 |
| URI: | http://strathprints.strath.ac.uk/id/eprint/40347 |
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