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Developing a market orientation
Author(s) -
HALLUMS A.
Publication year - 1994
Publication title -
journal of nursing management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.925
H-Index - 76
eISSN - 1365-2834
pISSN - 0966-0429
DOI - 10.1111/j.1365-2834.1994.tb00134.x
Subject(s) - market orientation , business , marketing , relevance (law) , orientation (vector space) , task (project management) , market oriented , marketing management , process management , management , economics , political science , market economy , geometry , mathematics , law
Developing a market‐orientated organization is a complex task. An organization's market orientation is reflected in its ability to fulfil its customer's needs. The organization must look outside itself and adopt a flexible response to changing needs. This paper will examine what is meant by the term marketing and why it is necessary for an organization to incorporate the marketing concept. Analysis of the organization's culture and its relevance to the development of market orientation will also be considered. Reference will be made to health care where appropriate.