Introduction to market orientation and brand strategies

Dilip S. Mutum

doi:10.1007/978-3-642-36861-5_7

Introduction to market orientation and brand strategies

Research output: Chapter in Book/Report/Conference proceeding › Foreword / Postscript › Other › peer-review

Abstract

Despite the fact that there are so many empirical studies on marketing orientation, the evidence from literature indicates several perspectives of this concept.

Original language	English
Title of host publication	Marketing Cases from Emerging Markets
Editors	Dilip S. Mutum, Sanjit Kumar Roy, Eva Kipnis
Place of Publication	Berlin Germany
Publisher	Springer
Pages	37-39
Number of pages	3
Edition	1st
ISBN (Electronic)	9783642368615
ISBN (Print)	3642368603, 9783642368608
DOIs	https://doi.org/10.1007/978-3-642-36861-5_7
Publication status	Published - 2014
Externally published	Yes

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10.1007/978-3-642-36861-5_7

Cite this

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title = "Introduction to market orientation and brand strategies",

abstract = "Despite the fact that there are so many empirical studies on marketing orientation, the evidence from literature indicates several perspectives of this concept.",

author = "Mutum, {Dilip S.}",

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A2 - Kipnis, Eva

PB - Springer

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Introduction to market orientation and brand strategies

Abstract

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