Internal vs External Orientation – The Marketing Concept
Marketing management theory defines several different business concepts based on the “orientation” of the business: internally – towards the product and manufacturing process or externally: towards the market and the customers. Usually the internal orientation is strongly criticized while the outward look is cherished. Well unlike these common papers, we give the pros and cons for each objectively. Enjoy!
You would be shocked now to understand that in 2015 not all companies have adopted marketing concept as the leading business philosophy. It is sort of shameful not to have marketing orientation nowadays. Marketing is trendy, marketing specialists are on demand, marketing departments are emerging. Managers at least will not sacrifice their dignity to actually
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