Detail publikace

MARKETING CULTURE - BASE FOR MARKET ORIENTATION IMPLEMENTATION

Originální název

MARKETING CULTURE - BASE FOR MARKET ORIENTATION IMPLEMENTATION

Anglický název

MARKETING CULTURE - BASE FOR MARKET ORIENTATION IMPLEMENTATION

Jazyk

en

Originální abstrakt

The aim of the paper: The research question of the paper has focused on two main aspects: 1. looking for appropriate theoretical concept that should be expanded in more depth the contemporary theoretical base of the implementation of market orientation in organisations ; 2. focusing on cultural framework as presumable sphere of key barriers of the market orientation implementation. Novelty of the research problem is based on our view to pay attention to relation of market orientation implementation with the internal marketing and cultural framework.

Anglický abstrakt

The aim of the paper: The research question of the paper has focused on two main aspects: 1. looking for appropriate theoretical concept that should be expanded in more depth the contemporary theoretical base of the implementation of market orientation in organisations ; 2. focusing on cultural framework as presumable sphere of key barriers of the market orientation implementation. Novelty of the research problem is based on our view to pay attention to relation of market orientation implementation with the internal marketing and cultural framework.

BibTex


@article{BUT44587,
  author="Iveta {Šimberová}",
  title="MARKETING CULTURE - BASE FOR MARKET ORIENTATION IMPLEMENTATION",
  annote="The aim of the paper: The research question of the paper has focused on two main aspects: 1. looking for appropriate theoretical concept that should be expanded in more depth the contemporary theoretical base of the implementation of market orientation in organisations ; 2. focusing on cultural framework as presumable sphere of key barriers of the market orientation implementation. Novelty of the research problem is based on our view to pay attention to relation of market orientation implementation with the internal marketing and cultural framework.",
  address="University Sevilla",
  chapter="44587",
  institution="University Sevilla",
  journal="USING EVENTS AND FESTIVALS TO DEVELOP TOURISM",
  number="1",
  volume="5",
  year="2007",
  month="october",
  pages="1--15",
  publisher="University Sevilla",
  type="journal article - other"
}