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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