publication . Part of book or chapter of book . Article . 2001

The marketing concept

Martin Evans; Luiz Moutinho;
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  • Published: 01 Jan 2001
  • Publisher: Elsevier
  • Country: Turkey
Abstract
Since the term "Market Orientation" is recognised as the critical factor in business success there has been an overwhelming increase in research issues linking market orientation with company performance. The term market orientation has been employed by scholars to indicate the implementation of the marketing concept. In order to understand market orientation, one believes that there is a need to recall what the marketing concept is. Therefore, this study reviews the "marketing concept" as a vehicle to develop a through understanding of the background on market orientation.
Subjects
free text keywords: Market research, business.industry, business, Market analysis, Marketing management, Marketing mix, Marketing research, Marketing effectiveness, Marketing strategy, Marketing, Market orientation, Quantitative marketing research, Digital marketing, Marketing science, Return on marketing investment, jel:M3
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publication . Part of book or chapter of book . Article . 2001

The marketing concept

Martin Evans; Luiz Moutinho;