Market Orientation Vs Other Business Approaches, and Their Relationship with Profitability
نویسنده
چکیده
Marketing theory has traditionally contrasted a market orientation to internally oriented approaches stressing productive efficiency, or selling and promoting. This study examines the comparative effect of these three different emphases on profit performance. The results indicate that analysis of customer needs has a positive association with profitability. Internally oriented approaches do not have a positive association with profitability.
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