Market Orientation

  • Reference: MN-371-E

  • Number of pages: 8

  • Publication Date: Nov 22, 2010

  • Source: IESE (España)

  • Type of Document: Technical Note

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Description

The purpose of this technical note is to define the concept of market orientation, demonstrate the advantages and characteristics of a market-oriented company and propose some ideas to help companies develop their market orientation. Market orientation is one of the central concepts in marketing literature. It gives companies a competitive edge by helping them understand and respond to market demands effectively, enhancing the awareness of the company as a whole to changes in the environment.

Keywords

Consumer behavior Marketing Marketing strategy Organization Sales strategy