Introduction to Market Orientation and Brand Strategies

Dilip S. Mutum ()
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Dilip S. Mutum: Coventry Business School, Coventry University

A chapter in Marketing Cases from Emerging Markets, 2014, pp 37-39 from Springer

Abstract: Abstract Despite the fact that there are so many empirical studies on marketing orientation, the evidence from literature indicates several perspectives of this concept.

Keywords: Market Orientation; Brand Image; Chinese Business; Marketing Concept; Product Offering (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36861-5_7

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DOI: 10.1007/978-3-642-36861-5_7

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