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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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.
| Creators(s): |
Avlonitis, George and Gounaris, Spiros  ORCID: https://orcid.org/0000-0002-1328-8512;
| 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: | 06 Jan 2021 08:06 |
| URI: | https://strathprints.strath.ac.uk/id/eprint/40347 |
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