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3 avril 2013
- handle: 10670/1.xod187
- isbn: 9782874631191
- eisbn: 9782875581839
https://www.openedition.org/12554 , info:eu-repo/semantics/openAccess
Mots-clés
Internet marché marketing globalisation économique économie de marché trade economics globalisation Internet marketing Business, Finance BUS090010 KJESujets proches
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Jean-Jacques Lambin, « Chapter 2. The market orientation concept », Presses universitaires de Louvain, ID : 10670/1.xod187
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Résumé
The objective of this chapter is to introduce the concept of market orientation presented as an alternative to the traditional marketing concept. The Internet technology is creating a dual trading arena where traditional market actors have changing roles and new actors are emerging. To cope with this increased market complexity, a distinction is made between a cultural and an instrumental definition of the Market Orientation (MO) concept. Market orientation as an organisational culture is a c...