Market orientation development: A comparison of industrial vs consumer goods companies

  • Gounaris S
  • Avlonitis G
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Abstract

Investigates the practices of consumer goods producers. Definition of the notion of market orientation; Effect of the nature of the market on the degree of market orientation; Guidance in moving sales orientation to a market orientation.

Author-supplied keywords

  • CONSUMER goods
  • MARKETING
  • SALES

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Authors

  • Spiros P. Gounaris

  • George J. Avlonitis

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