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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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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

Item type: Conference or Workshop Item (Paper)
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: 21 Sep 2017 15:57
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URI: https://strathprints.strath.ac.uk/id/eprint/45701
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