Marketing Orientation: Past, Present and Future

Abstract

One of the most written about and debated constructs in marketing literature has been the marketing concept or its companion construct marketing orientation. Although the marketing concept has had its share of detractors over the years, virtually every marketing management or principles text written today includes a discussion of the benefits derived to all types of organizations from adopting the market concept or becoming marketing oriented. This paper seeks to provide a review of the research into this core construct for the marketing discipline, and suggest areas of profitable future research.