Towards a Marketing Orientation

Abstract

This past decade has witnessed phenomenal advances in the practices and propagation of the marketing services industry. Organisations that need to maintain a competitive advantage recognise the need to formulate and implement coherent marketing plans. But what of the marketing services companies themselves? Are they following the prescriptions which they dispense? Are marketing services companies meeting the marketing challenges within their own organisations and are they keeping in focus the principles by which they ask their client organisations to abide?

Citation

Reynolds, R. (1991), "Towards a Marketing Orientation", Marketing Intelligence & Planning, Vol. 9 No. 2, pp. 20-22. https://doi.org/10.1108/02634509110005428