CHAPTER 2

Foundations and ­Implications of Market ­Orientation as a Philosophy, Method, or Strategy

In the first chapter, we explored the evolution of marketing concept. For that reason, the production concept, the sales concept, the ­marketing concept, and the societal marketing concept were explained. In this second chapter, we will look at the foundations, implications, and ­perspectives of market orientation. Market orientation ­perspectives are (1) The Decision-Making Perspective, (2) The Market Intelligence ­Perspective, (3) The Culturally Based Behavioral Perspective, (4) The Organiz­ational Strategy Perspective. Additionally, an important concept called “marketing myopia” will be explored.

A Company Case

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