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Marketing planning: Operationalising the market orientation strategy

Content Provider	Scilit
Author	Taghian, Mehdi
Copyright Year	2010
Description	Journal: Journal of Marketing Management Despite strong empirical validation of the relationship between market orientation and business performance, the literature is inconclusive on the implementation of the strategy. This paper reviews the implementation of market orientation, and investigates the associations between market orientation and marketing planning and their associations with business performance. A survey of 216 Australian larger business organisations was conducted to find evidence of these relationships. The results highlight a close association between market orientation and marketing planning, with virtually the same level of association between them, and the business performance measures used. This evidence suggests that they arguably represent the same domain. The results suggest that marketing practitioners may use the marketing planning technique as an intangible productive resource to operationalise the market orientation strategy, and use it to design a specific style and magnitude of market orientation suitable for an organisation.
Related Links	http://hdl.handle.net/10536/DRO/DU:30031061
Ending Page	841
Page Count	17
Starting Page	825
ISSN	0267257X
e-ISSN	14721376
DOI	10.1080/02672571003683813
Journal	Journal of Marketing Management
Issue Number	9-10
Volume Number	26
Language	English
Publisher	Informa UK Limited
Publisher Date	2010-08-06
Access Restriction	Open
Subject Keyword	Journal: Journal of Marketing Management Business and Management Urban and Regional Planning Business Performance Market Orientation Marketing Planning Resource-based View of the Firm
Content Type	Text
Subject	Strategy and Management Marketing

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