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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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    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