Marketing orientation – characteristics of marketing orientation

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A brief insight into the history of marketing tells us that marketing has gone through three main phases i.e. product orientation, sales orientation, and marketing orientation. This article focuses on marketing orientation only. If you want to know more about marketing, you should find our articles What is marketing and 4Ps of marketing useful. Definition of marketing orientation ‘In a marketing oriented organisation, the whole firm appreciates the central importance of the customer, and realises that without satisfied customers, there will be no business’ (Lancaster & Reynolds, 2004, p.6). In marketing […]

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