Customer-Oriented Marketing Strategy

Preface

I started to teach marketing in the early years of 80s back in Dublin by using Eugene McCarthy’s book. It was our textbook when I was studying management during my undergraduate years. The marketing concept was very popular and there were a general consensus among academics and practitioners that marketing concept was also refereeing to the profitability together with the meeting of the customer demand. In later years during my work in the Netherlands, I adopted Philip Kotler’s book, Marketing Management, for my MBA classes in Henley Management College and University of Sheffield MBA programs that took place in the Netherlands.

It was 1990 when Bernard Jaworski and Ajay Kohli’s ground-­breaking paper appeared in the Journal of Marketing ...