Marketing orientation : a powerful, and fruitful, competitive edge for industrial marketers
Gounaris, Spiros and Avlonitis, George (1995) Marketing orientation : a powerful, and fruitful, competitive edge for industrial marketers. In: 25th Annual EMAC Conference, 1995-05-23.
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Abstract
Marketing orientation, still an intriguing concept to many, carries the pledge of superior company performance through the satisfaction of customers’ needs. Particularly in the industrial markets this, intuitively, sounds even more sensible as the relations and the interfaces between producers and end-users are, when compared to the consumer markets, more direct and complex. In this paper the authors, drawing conclusions from an empirical investigation, show that this relationship does really exist and, in the case of industrial markets, building a marketing orientation it is indeed catalytic for the company’s performance rendering marketing orientation an extremely significant basis for building a competitive advantage
Creators(s): |
Gounaris, Spiros ![]() | Item type: | Conference or Workshop Item(Paper) |
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ID code: | 45701 |
Keywords: | marketing orientation, competitive edge, industrial marketers, Marketing. Distribution of products, Marketing |
Subjects: | Social Sciences > Commerce > Marketing. Distribution of products |
Department: | Strathclyde Business School > Marketing |
Depositing user: | Pure Administrator |
Date deposited: | 06 Nov 2013 13:32 |
Last modified: | 07 Jan 2021 03:04 |
Related URLs: | |
URI: | https://strathprints.strath.ac.uk/id/eprint/45701 |
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