Applying market orientation
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Applying market orientation book
As we saw in Chapter 15, a marketing orientation is an orientation towards the external market parties and market conditions to which other organizational components and functions are adapted. The marketing orientation is synonymous with the way in which marketing is applied, and goes together with the product and the dynamic in markets. Four orientations can be distinguished here:
• internal or product orientation; • target group or market orientation; • client orientation; and • network or participation orientation.