Becherer, Richard C.; Halstead, Diane; Haynes, Paula - In: Journal of Research in Marketing and Entrepreneurship 3 (2001) 1, pp. 1-17
Marketing orientation can be described as a culture in which organizations strive to create superior value for their customers (and superior performance for the business) by focusing on customer needs and longāterm profitability. Some studies have found that firms with a high degree of...