Abstract
Marketing orientation, still an intriguing concept for many, carries the pledge of superior company performance through the satisfaction of customer's needs. This article draws conclusions from an empirical investigation showing that this relationship does really exist and, in the case of industrial markets, building a marketing orientation it is indeed a significant contributor to the company's performance.
Original language | English |
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Pages (from-to) | 385–402 |
Number of pages | 18 |
Journal | Industrial Marketing Management |
Volume | 26 |
Issue number | 5 |
DOIs | |
Publication status | Published - Sept 1997 |
Keywords
- company performance
- marketing orientation
- customer needs