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Marketing orientation and company performance : a comparative study of industrial vs. consumer goods companies

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

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Official URL: https://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, Marketing
Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
Department:	Strathclyde Business School > Marketing
Depositing user:	Pure Administrator
Date deposited:	05 Jul 2012 12:22
Last modified:	11 Jan 2019 03:28
URI:	https://strathprints.strath.ac.uk/id/eprint/40347
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