English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

The implementation of the Structural Adjustment Programme in the late 1980s and 1990s has transformed the Ghanaian business environment from a planned to a market economy. To achieve their business objectives organizations in Ghana need to monitor and respond to customers' changing needs and preferences to ensure that customers select their offerings over competing alternatives. This in turn requires these organizations to accept marketing as a strategic concept in their operations. The review of the marketing literature does not provide any evidence of employees’ opinion profile of the marketing concept as perceived from organizations in Ghana perspective. This paper intends to fill this gap by replicating the work of Barksdale and Darden, which provides a useful framework for analyzing individual attitudes toward the marketing concept following an evolutionary path as reflected in the literature. The purpose is to establish different aspects of the marketing concept operation in business organizations as perceived from employees’ perspective. The researchers report the results of a survey of 65 employees’ selected randomly, designed to measure the dimensions of the concept to provide opinion profile of its operational adequacy, influence on management, and its contributions to business, and consumers in Ghana. The study concludes that although the marketing concept operates in businesses in Ghana, there is the need to undertake in-depth study of the concept to understand how it is being applied by organizations.

Employees in Ghana Attitude toward the Marketing Concept Operation in Organizations