Marketing: Concept and Function
- 1 March 1989
- journal article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 23 (3) , 48-56
- https://doi.org/10.1108/eum0000000000560
Abstract
The alternatives to marketing orientation are identified, the requirements for marketing orientation examined and the differences between the marketing concept and the functional implementation distinguished. The required tasks and operations of a marketing‐oriented organisation and the present limited adoption of the concept as compared with the functions of marketing are explained.Keywords
This publication has 0 references indexed in Scilit: