The Marketing Concept

G. Nazan Gunay
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G. Nazan Gunay: Ege Universitesi Iktisadi ve Idari Bilimler Fakultesi, Isletme Bolumu

Ege Academic Review, 2001, vol. 1, issue 1, 115-140

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.

JEL-codes: M3 (search for similar items in EconPapers)
Date: 2001
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