Does your company make widgets -- or meet customer needs? According to research by Kellogg professor Gregory Carpenter, taking the latter attitude is an important way to ensure customer loyalty and ...

Operating without a marketing orientation can leave your business vulnerable to companies that have a more customer-centric operation. Typically, companies that do not adopt a marketing orientation ...

Business leaders are faced with numerous decisions every day. The options and strategies are countless – and without deliberate planning, they are left always guessing at what to do. The way a company ...

Journal of Marketing Theory and Practice, Vol. 15, No. 2 (Spring, 2007), pp. 113-125 (13 pages) The market orientation construct is central to the study of marketing; however, scholars have expressed ...

It is normal for someone working at a company – especially if they’ve been there a few years – to think they know what their customer wants and needs. Mark Ritson made the point that it’s not only ...

Throughout the late 20th century, a quiet business revolution took place. As the cost of production systems declined and consumers became accustomed to greater choice, conventional marketing wisdom ...

This is a free sample from the February issue of AdNews. You can subscribe to the print edition or download a digital version her e. This content won't appear online ...

In my last column, I addressed the business benefits of an International SEO Strategy, and the first benefit was to complement your broader global strategic plan. This is a critical alignment ...

As higher education becomes increasingly global, universities must adopt a market-orientated philosophy, balancing student needs, national priorities and competitive differentiation, writes Emily Owen ...

YouTubers Logan Paul and KSI set up Prime as a competitor to Gatorade (Source: Shutterstock/Raz McNulty Photography) Internet creators have been capturing the attention of marketing circles recently.