Developing a Market Orientation

The Marketing Service Institute has a 38 years history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on developing a market orientation' has only been available as a series of working papers is now presented in book form for the first time by Sage Publications.</p><p></p><p>This book demonstrates the importance of market orientation on organizational culture ( the shared set of values in putting customer first) on strategy (creating superior value for a firm's customers) and on tactics (the set of cross-functional activities directed at creating an d satisfying customers)</p><p>