Chapter Summary
To gain new consumers and to create consumer loyalty are very important issues for firms in the present-day scenario due to cut-throat competition and the arrival of new companies from different parts of the world due to globalization. Market orientation can provide sustainable competitive advantage and costumer value for firms.
The marketing concept is essentially a business philosophy, and refers to an ideal state or affairs. When a firm attempts to implement the marketing concept, it becomes a Market-oriented firm.
Market orientation has been classified in different ways by several researchers. Dalgic has compiled these titles, names, and groupings.48 The following are the most frequently used classifications: a corporate philosophy, ...
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