Market Orientations-Evolution and application

This research paper deals with various marketing orientations which dominated business world in one era and other. It aims to provide the reader with basic understanding about history and evolution of marketing as a concept. It is a conceptual paper which summarizes various researches in the area that how a firm applies marketing concept and what are the important components of marketing concept. It also deals with the angle that application of marketing concept doesn't mean refutation of all other earlier philosophies rather it concludes with how one philosophy becomes dominant in one industry as per situational and environmental factors