Dissemination of market orientation in Europe: A conceptual and historical evaluation
Abstract
Attempts to reach some meaningful conclusions on the issue of why market orientation practice and research in general started later in Europe than in North America. With the aid of a literature review in the field of marketing in general and European history in particular and by studying the historical roots of the concept, the author attempts to understand the historical, social, political, technological and cultural reasons why market
Keywords
Citation
Dalgic, T. (1998), "Dissemination of market orientation in Europe: A conceptual and historical evaluation", International Marketing Review, Vol. 15 No. 1, pp. 45-60. https://doi.org/10.1108/02651339810205230
Publisher
:MCB UP Ltd
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