Publication result detail

MARKETING CULTURE - BASE FOR MARKET ORIENTATION IMPLEMENTATION

ŠIMBEROVÁ, I.

Original Title

MARKETING CULTURE - BASE FOR MARKET ORIENTATION IMPLEMENTATION

English Title

MARKETING CULTURE - BASE FOR MARKET ORIENTATION IMPLEMENTATION

Type

Peer-reviewed article not indexed in WoS or Scopus

Original Abstract

The aim of the paper: The research question of the paper has focused on two main aspects: 1. looking for appropriate theoretical concept that should be expanded in more depth the contemporary theoretical base of the implementation of market orientation in organisations ; 2. focusing on cultural framework as presumable sphere of key barriers of the market orientation implementation. Novelty of the research problem is based on our view to pay attention to relation of market orientation implementation with the internal marketing and cultural framework.

English abstract

The aim of the paper: The research question of the paper has focused on two main aspects: 1. looking for appropriate theoretical concept that should be expanded in more depth the contemporary theoretical base of the implementation of market orientation in organisations ; 2. focusing on cultural framework as presumable sphere of key barriers of the market orientation implementation. Novelty of the research problem is based on our view to pay attention to relation of market orientation implementation with the internal marketing and cultural framework.

Keywords

Internal marketing, marketing culture, market orientation, customer satisfaction, services, value for customer

Key words in English

Internal marketing, marketing culture, market orientation, customer satisfaction, services, value for customer

Authors

ŠIMBEROVÁ, I.

Released

04.10.2007

Publisher

University Sevilla

Location

Sevilla

ISBN

1888-1734

Periodical

USING EVENTS AND FESTIVALS TO DEVELOP TOURISM

Volume

5

Number

1

State

Kingdom of Spain

Pages from

1

Pages to

15

Pages count

15

BibTex

@article{BUT44587,
  author="Iveta {Šimberová}",
  title="MARKETING CULTURE - BASE FOR MARKET ORIENTATION IMPLEMENTATION",
  journal="USING EVENTS AND FESTIVALS TO DEVELOP TOURISM",
  year="2007",
  volume="5",
  number="1",
  pages="1--15",
  issn="1888-1734"
}