CHAPTER 1

Evolution of ­Marketing ­Concept into Market ­Orientation

A Historical Perspective

This chapter attempts to explain the marketing concept and its progress into market orientation from a historical perspective. In order to understand the market orientation, we will review the evolution of marketing concept. In this context, the production concept, the selling concept, the marketing concept, and the societal marketing concept will be explained.

A Company Case

A Best Workplace and Most Customer Oriented Company

Mannheim, 12 April 2010—For the 6th time in a row the Mannheim Company Quintiles Commercial Germany GmbH (until ­January 2010 Innovex GmbH) was awarded as one of the Best Employers in ­Germany in the Great Place to Work benchmark ...

Get Customer-Oriented Marketing Strategy now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.