TY  - JOUR
AB  - 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?
VL  - 9
IS  - 2
SN  - 0263-4503
DO  - 10.1108/02634509110005428
UR  - https://doi.org/10.1108/02634509110005428
AU  - Reynolds Rebecca
PY  - 1991
Y1  - 1991/01/01
TI  - Towards a Marketing Orientation
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 20
EP  - 22
Y2  - 2024/05/12
ER  -