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Kunden- oder Markenorientierung - zwei Seiten einer Medaille oder alternative Routen?

Baumgarth, Carsten; Merrilees, Bill; Urde, Mats - In: Marketing review St. Gallen : Marketingfachzeitschrift … 28 (2011) 1, pp. 8-13

Persistent link: https://www.econbiz.de/10008841606

Brand orientation and market orientation : from alternatives to synergy

Urde, Mats; Baumgarth, Carsten; Merrilees, Bill - In: Journal of business research : JBR 66 (2013) 1, pp. 13-20

Persistent link: https://www.econbiz.de/10009720407

Brand orientation: Past, present, and future

Baumgarth, Carsten; Merrilees, Bill; Urde, Mats - In: Journal of marketing management : MM 29 (2013) 9, pp. 973-980

Persistent link: https://www.econbiz.de/10010174944

Kunden- oder Markenorientierung - zwei Seiten einer Medaille oder alternative Routen?

Baumgarth, Carsten; Merrilees, Bill; Urde, Mats - In: Marketing Review St. Gallen : die neue … 28 (2011) 1, pp. 8-13

Persistent link: https://www.econbiz.de/10009854083

Brand orientation and market orientation — From alternatives to synergy

Urde, Mats; Baumgarth, Carsten; Merrilees, Bill - In: Journal of business research : JBR 66 (2013) 1, pp. 13-20

Persistent link: https://www.econbiz.de/10010054612

Brand orientation and market orientation — From alternatives to synergy

Urde, Mats; Baumgarth, Carsten; Merrilees, Bill - In: Journal of Business Research 66 (2013) 1, pp. 13-20

This paper explores the interaction between brand orientation and market orientation. Brand orientation is an inside-out, identity-driven approach that sees brands as a hub for an organization and its strategy. Similarly, market orientation is an outside-in, image-driven approach. Initially,...

Persistent link: https://www.econbiz.de/10011049957