Market Orientation: Transforming Food and Agribusiness around the Customer
, by Custance,Paul; Lindgreen,AdamNote: Supplemental materials are not guaranteed with Rental or Used book purchases.
- ISBN: 9780566092084 | 0566092085
- Cover: Hardcover
- Copyright: 2/28/2010
There are tremendous challenges and opportunities, which arise from developing, implementing, monitoring, and measuring market-orientation programmes. The overall objective of this book is to provide a comprehensive collection of cutting-edge research on these challenges and opportunities in adopting market orientation, in particular with regard to consequences for businesses and appropriate marketing strategy plans. The book will include a number of different issues that define, challenge, and open up new markets, products, and services resulting from a market orientation perspective. The context will be international food and agribusiness marketing.