ABSTRACT
A key role of modern marketing is that of a management ‘mindset’ implemented throughout an organization rather than confined to a particular department (Payne 1995). This viewpoint regards marketing as a guiding management philosophy or ‘attitude of mind’ that puts the customer first, and it is commonly described as a ‘marketing orientation’. It is a much broader view of the role of marketing than has been envisaged in the past, and it cuts across a wide range of organizational functions. Successful adaptation of a marketing orientation requires effective management of all stakeholder groups (this means people with a particular – although not necessarily the same – interest in the activities of the company) such as staff, business partners, shareholders and suppliers, as well as customers. As Chaffey et al. note, ‘The marketing concept should lie at the heart of the organisation, and the actions of directors, managers and employees should be guided by its philosophy’ (2000: 3).
