Marketing orientation and company performance - Industrial vs. consumer goods companies

被引：111

作者：

Avlonitis, GJ

Gounaris, SP

机构：

[1] Athens Univ. of Econ. and Business, Dept. of Mgmt. Sci. and Marketing, Athens 104 34

[2] Dept. of Mgmt. Science and Marketing, Athens Univ. of Econ. and Business, Athens

来源：

INDUSTRIAL MARKETING MANAGEMENT | 1997年 / 26卷 / 05期

关键词：

D O I：

10.1016/S0019-8501(96)00121-6

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Marketing orientation, still an intriguing concept for many, carries the pledge of superior company performance through the satisfaction of customer's needs. This article draws conclusions from an empirical investigation showing that this relationship does really exist and, in the case of industrial markets, building a marketing orientation it is indeed a significant contributor to the company's performance. (C) 1997 Elsevier Science Inc.

引用

页码：385 / 402

页数：18