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Managing Markets and Customers Revised Edition by Elearn

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A framework for market orientation

What is market orientation?

Marketing can be viewed as:

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Figure 1.1 The marketing concept

This theme explores why marketing and customers are an important aspect of management and who your customers are. Without a clear understanding of the organisation's orientation towards its customers, a manager will fail to contribute effectively to its profitability and sustainability. This is presented as a framework for market orientation and is intended to support managers in making a contribution to the growth ...

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