... of the marketing concept as defined by McCarthy and Perreault (1990). The traditional emphasis of marketing orientation was customer oriented, focusing on consumer needs and making profits by creating customer satisfaction (Kotler and Armstrong, 1994). Market orientation, on the other hand, is the more recently...

...Shengliang Deng; Jack Dart As China moves from a command economy to one more directed by customer demands, its enterprises must acquire an entirely new understanding of the purpose of business. The marketing concept appears to offer an approach to management that is dramatically new to China...

...Brendan Gray; Sheelagh Matear; Christo Boshoff; Phil Matheson While academics have been attempting to establish empirical support for the marketing concept, managers have been facing a complementary challenge to implement this cornerstone of marketing theory. Both groups appear to have had limited...

...   Brown . Postmodern Marketing Two: Telling Tales . London : International Thomson Business Press   1998 . 332 pp , ISBN: 1‐876152‐018‐2 Marketing concepts Marketing theory Post‐modernism, Sociology Meet the Ancestors (r) BBC 2 9.00 p.m. The scene...

... in the analysis of marketing as an indicative human activity system. © MCB UP Limited 1998 Marketing concepts Marketing philosophy Simulation Soft systems methodology In this approach empty cells are inevitable. Some of which derive from the lack of any convincing logic that connects them...

...) and places these in the Chinese context. © MCB UP Limited 1998 China Marketing concepts Marketing strategy National cultures Negotiating Relationship marketing Marketing has been defined in a number of ways, but invariably effective marketing is associated with the need to link...

... Marketing concepts Marketing management Organizational theory The 1980s witnessed an explosion of academic and professional interest in organizational culture (Deshpande and Webster, 1989; Peters and Waterman, 1982; Smircich, 1983). However, by the late 1980s earlier writings were criticised...

... popular in the 1980s, is an organization‐wide commitment to satisfying customers by continuously improving every business process involved in delivering goods and services (Churchill and Peter, 1994). Ironically, although customer satisfaction is the focus of the marketing concept, the management...

... branches of knowledge. To forestall their occurrence, marketing technologies can contribute to the achievement of four states: © MCB UP Limited 1997 Market research Marketing concepts Marketing information Day of wrath and doom, ending heaven and earth in ashes, blending David’s word...

... elections in parliamentary systems are considered. Thus, presidential, local or European Parliament contests are set aside. They introduce elements which would require separate treatment. Marketing Marketing concepts Politics Strategic evaluation The current interest in political marketing...

... address the marketing orientation of political parties, while none address the marketing concept. Presents the findings of an exploratory research project carried out in Queensland. The results indicate that key political marketing decision makers within the party examined often have a limited...

... the marketing team who should deal with each key client and its members′ tasks. Discusses a case study to illustrate how firms may use this model to manage defence and attack strategies. © MCB UP Limited 1992 Business‐to‐business marketing Decision making Key accounts Marketing concepts Portfolio...

... marketplace; and this case is often expressed in a seductive rhetoric which utilizes maxims and metaphors drawn from the ideological resource of the marketing concept. The authors believe that the current penchant for couching change initiatives in the language of marketing exposes some of the limitations...

... ideological claims. © MCB UP Limited 1992 Ideologies Marketing concepts Organizational change ...

...Scott Edgett; Des Thwaites The marketing environment for the financial services industry in the UK is experiencing a period of rapid change. How building societies are preparing to meet the demands of the 1990s is shown by examining the level to which the marketing concept has been adopted...

... that this is a viable hypothesis. Marketing Marketing concepts Surveys Executives Marketing theory United Kingdom © MCB UP Limited 1990 ...

...Gregory R. Elliott The contemporary relevance of the traditional marketing concept is a source of continuing debate as marketers question its universal application across all situations. In the past, the emergence of the societal marketing concept and the marketing warfare metaphor represent...

... to the brand‐naming process and related marketing policy pertaining to operations in the region. © MCB UP Limited 1990 Brand names Marketing concepts Product development ...

... approach to portfolio planning provides a valuable and pragmatic framework of use to academic and practising managers alike. © MCB UP Limited 1990 Marketing Portfolio planning Industrial marketing Marketing concepts Models Purchasing ...

...Caroline W. Rowe The article details the reasons for the growth of direct marketing and the basic principles as they are applied to the wine industry. To use direct marketing successfully its role as an application of the marketing concept needs to be understood. In particular, the use of database...