Market Orientation: Transforming Food and Agribusiness around the Customer

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.