Developing a Market Orientation

By: Deshpande, Rohit

Book Overview

The Marketing Service Institute has a 38 years history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on developing a market orientation' has only been available as a series of working papers, is now presented in book form for the first time by Sage Publications.

This book demonstrates the importance of market orientation on organizational culture ( the shared set of values in putting customer first), on strategy (creating superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating an d satisfying customers)

• Format: Paperback
• Language: English
• ISBN: 0761916938
• ISBN13: 9780761916932
• Release Date: May 1999
• Publisher: Sage Publications, Inc
• Length: 328 Pages
• Weight: 0.98 lbs.
• Dimensions: 0.7" x 6.1" x 9.0"